Axle created Distility in 2001 to make the branding process smoother and faster. 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.
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.
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