Axle Davids

Is our fearless leader. He has over 20 years of experience building and marketing brands. He created Distility in 2001 to make the branding process smoother and faster for the small to mid-sized firm. For each project, Axle leads brand and business strategy development. He makes sure every client has the clarity they need to launch their brand with confidence – and with their whole team on board.

Before launching his business, Axle worked as a creative director for some of Canada’s pioneering digital firms, overseeing more than 150 interactive design projects for high-profile brands like Lands’ End, Cosmopolitan, Disney and Apple. Whether you’re a global enterprise or a fresh-faced startup, he brings your company into sharp focus.

Simi Kuper

When you experience a Distility workshop, you have Simi to thank for the impeccable coordination of the day. She’s mastered all the little details that create the perfect environment for generating ideas and committing to a new strategy.

Simi is also a brand naming maven. She has contributed to every major Distility naming project since 2010 and, with her background in theatre and English literature, she is a natural when it comes to developing and stress testing your brand’s story and experience.

Shannon McGaw

Is a seasoned creative with a professional architecture degree and multi-sourced knowledge of consciousness and heart-mind potential. She has a natural gift for inspiring engagement, expanding vision, and clarifying intention.

Shannon has brought her skills to projects for Scotiabank Construction + Design Division, numerous architectural firms and a diverse range of creative media and entrepreneurial initiatives. She has consulted with Distility since 2010 when she helped create our flagship one-day Distility Brand Strategy Workshop.

Distility Team+

Distility only works with the best of the best, around the corner and around the world, to fulfill brand visions with extreme efficiency. If you’re a leader or innovator in your field, we’d love to hear from you at

  • Animators
  • Retail designers
  • Industrial designers
  • Channel experts
  • Architects
  • Engineers
  • Developers
  • PR pros
  • Sales heros
  • User interface designers
  • Social media mavens
  • Journalists,
  • Bloggers
  • Quality assurance experts
  • 3D modellers

Tell us about your project. Call us at 416 413 7777, email or book an appointment below.