Brand Consultants

Our goal is to be a team at its best. We define that to mean being fresh thinking individuals with conviction in the power of collaboration to deliver consistently great results.

Axle Davids - CEO & Brand Technologist

Born in Oxford, England and raised in Toronto, Axle Davids, founder of Distility Branding, is a visionary brand developer and pioneering brand technologist. In 2001, he established aXle Branding, which focused on branding and design for industry innovators like AutoShare Car Sharing Network, AT&T Mobility and Applied Biosystems. This venture has since evolved into Distility Branding, a company that is forging a new path with its innovative systems and unique approach to brand building through the ultimate collective experience.

Before starting his own firm, Axle was Creative Director at two of Canada’s top interactive agencies, My Virtual Model and Extend Media, where he oversaw more than 150 interactive design projects for high-profile brands including Lands’ End, Cosmopolitan, Disney and Apple.

Margaret Sims - President

Margaret is a recovering Bay Street lawyer.  After practicing law for more than 10 years, Margaret will be using her business knowledge and insights as President of Distility.

Until she started work at Distility in October, 2010, Margaret was a partner in the Miller Thomson LLP financial service and insolvency group. Her practice focused in the dynamic area of insolvency and restructuring.  While continuing with her practice, Margaret completed her executive MBA at Rotman, and, in that endeavour, she gained increased business knowledge and greater insights into the business issues faced by her clients.

Margaret’s time in law has made her acutely aware of the speed of business and the need for real time solutions to help businesses succeed.  Her practice encompassed a wide range of industries including automotive manufacturing, product manufacturing, financial services, professional services, travel agency, mining, construction and not-for-profit businesses.

Sarah Banani
Brand Technologist
Sarah spent nine years working for a global human resources company in a variety of marketing, sales and client-service roles. Through her participation in internal and external projects she gained a keen appreciation of how a strong brand helps an organization grow and thrive.

Sarah joined Distility in January 2011 and continues to enjoy working with clients to help them develop their brand strategy and systems.

Sarah has an undergraduate degree in French language, literature and translation from the University of Toronto and a Master of Business Administration from the Richard Ivey School of Business.

Todd Major
Artistic Director

Todd’s fourteen years of experience in interactive and graphic design has garnered him the reputation as one of Ontario’s top artistic directors and designers. Over the span of his career, he has garnered numerous Gold Awards for his multimedia work, including 2001 Designer of the Year Finalist in the Canadian New Media Awards.