Become what the people need.

Brands exist solely in the mind, meaning a company is only as strong as its brand.

Among the hallmarks of a charismatic brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. Why aesthetics? It’s the language of feeling, and, in a society that’s information-rich and time-poor, people value feeling more than information.

Design, like engineering, is the process of exploiting our understanding of the world in useful ways. However, unlike engineering, design is entirely human in its scope. It is confused by many for mere aesthetic, but graphic design its the exploitation of perception and human physiology—often mistaken for mere aesthetic.

Eglinski is a Brand Strategy and Design Group that takes on work from companies willing to explore the unknown in order to better the world.


Understand the value you provide—from the perspective of others. An unwillingness to be transformed on behalf of those whom we serve is the at the heart of failure. The world is dynamic and ever-changing. Are you?


Studies show that highly creative people not only identify patterns unrecognisable to others, they are more capable of synthesising disparate concepts. Designers not only identify opportunity and untapped latent value, they give it a form. Necessary so others can recognise what was once invisible to them.


A clearly articulated brand strategy uses all the instruments at your organisation’s disposal (including the unrecognisable, noted above). This results in a rich melody that everyone can dance to, from leadership and labour to consumers and critics alike.

Brand Value

Brand value is now most companies’ single biggest asset.

In 1980 virtually the entire market capitalisation of the Standard & Poor’s 500 companies consisted of tangible assets. By 2010 tangible assets accounted for only 40 to 45 per cent of the S&P 500 companies’ market cap. The rest consisted of intangible assets, and about half of that—more than 30 per cent of total market cap—came from brand.

Businesses are now only as strong as their brands and nothing else offers business leaders so much potential leverage. Yet brand is also one of the most misunderstood aspects of business strategy. Branding is sometimes considered to be merely an advertising function. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management.

Name Design and Brand Strategy

Growth in spite of the pandemic

To better compete with the numerous other yoga studios in the city, the new brand caters specifically to athletes and other high-performance persons. Official partnerships have been forged with almost every professional sports franchise and dance company in the city. Online classes employ world champions of yoga in on place. The accompanying eatery enjoys stronger sales than before the pandemic, having expanded to personalised meal services, and was recently nominated for best healthy eatery in the city.

Innovation and Brand Strategy

A new kind of business association

Oliver, Edmonton’s most diverse and densest neighbourhood, neighbours the city’s downtown core. The businesses there have no business association of their own and lie in the shadow of the city’s Downtown Business Association, which commands a large share of attention. Rather than add another layer of bureaucracy and costs to businesses during the 2020 pandemic, new models of organisation that focus on whether changes are “safe to try” were developed and the social platform, Twist, was made free to encourage its use.

Name Design and Brand Strategy

Quality fast food for rural Canada

A new competitor developing in Western Canada approached Eglinski to help them. Our audits have exposed exploits in the brands of Canada’s largest fast food restaurant chains, enabling this startup to raise the capital they need to open their first locations in the provinces of British Columbia and Alberta.

Business Model and Brand Strategy

Craft beer for lite beer drinkers

Partnering with an award-winning independent brewery, Aurora was positioned as a happy medium between the popular but declining domestics market and the craft market. The launch saw it stocked by a number of Western Canada’s largest restaurant chains as well as the popular lounges and clubs across Calgary and Edmonton.

Brand Audits

Your brand exists solely in the mind, and everything in the mind is relative. To understand your place and value—or lack thereof—and that of your competition, the terrain must be mapped.

Name Design

Your name is an opportunity to evoke and reinforce your positioning in your market. Clearly signal your org’s value to all stakeholders—employees, partners, and customers alike.

Brand Strategy

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” These are the longterm insights and tools necessary to maintain focus.

Identity Design

People interact with abstractions, not organisations. And these abstractions take on a role in the narratives that are their lives. You can either let them write your story for you, or play the part.

Eglinski Brand Strategy and Design