We are a team of senior-level creative and strategically-minded professionals that can define brand strategy and translate that thinking into memorable programs. Whether it is visual identity, print, interactive media, signage and wayfinding, radio or television, we understand the importance of a strong creative team and work in partnership with our clients to deliver results.
As Principal of Profis, Justin is responsible for communications and brand strategy, account management, and business development. With clients in North America, UK and the Middle East, Profis is quickly building a reputation for delivering powerful and relevant communication solutions. Over the past 15 years, Justin was Managing Director at Gottschalk+Ash International, a multi-disciplinary communications and design agency involved in a range of strategy, branding, design, wayfinding, naming, interactive and research projects to help leading organizations around the world build winning brands.
Justin undertook a leadership role in G+A’s largest corporate positioning, corporate and product naming, identity and environmental design projects and has experience in consulting engagements for clients in virtually all industry sectors. Projects include the global identity program for Swiss-based Ciba Specialty Chemicals, brand creation for MDS Inc, a global health and life sciences company, the name and identity development for Nexfor, an international forestry company (formerly Noranda Forest), corporate identity and brand architecture for Labatt Breweries of Canada among others.
Justin has a degree in Journalism from Carleton University. He is involved with several arts organizations in Toronto and sits on the Board of Directors for the Toronto Dance Theatre and The Aldeburgh Connection.
Lili is responsible for creative direction and brand strategy at Profis, and is focused on delivering the very best solutions and service to our clients. Previously, she was President of Footprint Strategic Communications, a branding, design and strategic communications consultancy specializing in corporate and marketing communications – a company that is now merged with Profis. Before starting Footprint, Lili worked with several international brand and communication agencies.
She has directed comprehensive communications initiatives, including branding projects, annual reports and interactive and print campaigns, for a wide variety of companies in the financial services, telecommunications, natural resources, arts and entertainment, pharma and bio-tech sectors – these have included: Rio Algom Limited, TD Bank, Council of Academic Hospitals of Ontario (CAHO) and the Offord Centre for Child Studies at McMaster University.
Lili has spoken at international conferences on branding and was invited to speak in Hong Kong to the American Chamber of Commerce, concerning the city’s new brand in 2002. Active in the community, Lili has sat on several charity Boards with a focus on women and children. She also travelled with UNICEF to Africa and completed a short video documentary upon her return.
We love winning coverage for our clients across all platforms. We will be highlighting a few of these stories that we will continue to update and refresh so you can share in some of the fun we've been having with our clients. Keep checking back for more news.
Jan. 7, 2013 Working with WineWire, an online shopping site for wine that can only be found in restaurants, this feature article was a significant win for our client that built on an initial media launch, Fall 2012, followed by media outreach that included coverage in Hamilton Spectator, GoodBites and an on-air interview on CHML 900AM.
October 25, 2012 Fresh off the launch of the brand’s new online shopping boutique, Whitney Linen hit the runway for falls’ hottest fashion event, World MasterCard Fashion Week. Profis complemented the new high-end direction for the line with new brand messaging, along with a custom media kit. Careful messaging and outreach efforts resulted in exposure for Whitney in The Style Mogul, Style at Home, Now Magazine, and Flare in addition to other traditional and online media. Whitney Linen received nearly 200 mentions on twitter in the 24 hours surrounding World MasterCard Fashion Week.
Oct. 3, 2012 – Newly launched Wondereur is much more than an app, it is an experience bringing art and technology together combining an immersive magazine-like and shopping experience. Our compelling messaging and initial media outreach resulted in a quick win with a full-page article in the coveted Style section that featured one of Wondereur’s artists and helped start the buzz that is continuing.