People don’t buy products;
they buy better versions of themselves.

Almost every job people need or want to do has a social, a functional, and an emotional dimension. These are understood by people in terms of story. Eglinski is a design team that specialises in story and its function, shaping perception and generating meaning.

We help companies understand their customer segments and value propositions in terms of the jobs people need help with and the stories they use to understand them.

Eglinski Works for Venture Capital

Capital is the water. We are the sunlight.

Tangible assets account for only 40 to 45 per cent of the S&P 500 companies’ market capitalisation. The rest of their capitalisation consists of intangible assets, and about half of that—more than 30 per cent of total market cap—comes from brand.

When brand is used to guide both upstream activity and downstream channels, the benefits are indisputable. Design-led companies outperfom the S&P 500, FTSE 100 and All-Share Indices by over 200 per cent.

In one groundbreaking study of 50,000 brands across 40 countries, businesses that meaningfully addressed customers’ social, functional, and emotional dimensions outperformed the S&P 500 by over 400 per cent, over 10 years.

Studies conducted by:

  • A.G. Lafley, former President and CEO of Procter & Gamble, and Roger Martin, former Dean of the University of Toronto’s Rotman School of Management
  • Design Management Institute, Boston
  • Design Council, London
  • Jim Stengel, former Global Marketing Officer for Procter & Gamble

For Venture Capital Firms and Startups

Cultural Strategy

Cultural blue oceans are defined by latent demand for meaning, not latent demand for functionality. Shifts in ideology and culture unmoor consumers from incumbent brands and prod them to seek to out new alternatives. The cultural innovations that respond to these opportunities are fundamentally different from better mousetraps. They are composed of specific cultural expressions, which are conveyed by the brand across consumer touchpoints.

Customer Segmentation

To better satisfy customers, a company may group them into distinct segments with common needs, common behaviours, or other attributes. Competing on the functional benefits alone is as common as it is myopic.

The job people need or want to do, not the customer, is the fundamental unit of analysis for any business that hopes to develop a strong brand. At Eglinski, our design team features backgrounds in journalism, myth and storytelling, and semiotics and theology, enabling us to identify new and meaningful ways to segment our clients’ markets.

Value Proposition Design

Once customers have been segmented based on social, functional, and emotional attributes, the strengths of a business can be thought about in more meaningful and innovative ways.

Eglinski introduces businesses to their value propositions in terms of the stories people use to understand the world and their place in it.

Name and Identity Design

A name is a powerful tool for communicating and reinforcing a company’s positioning. Eglinski tests names and identity assets for their potential to organically and unconsciously do their job: reinforcing brand, as advertisement and earworm.

A brand is poised to become iconic if it can meaningfully exploit a schism in ideology, innovate on the customer’s behalf, and express a sense of rectitude using a charismatic aesthetic.

How we think cannot be separated from how we feel.

Eglinski Works for Creative Agencies

Connect the dots your clients can’t see.

According to research, the “appeal of the overall visual design of a site, including layout, typography, font size, and colour schemes,” is the number one factor we use to evaluate a website’s credibility.

Emotional reactions to stimuli are called affective responses. Affective responses are automatic and unconscious. They predicate the brain’s cognitive responses, the thoughts a person can become conscious of. The human nervous system processes information at a rate of approximately 11,000,000 bits per second (bps). Vision accounts for over 10,000,000 of that. Yet we are conscious of only the smallest fraction of that information, an estimated 40–120 bps.

Humans understand the world by compressing it into symbols. Eg, the sun rises and the wind blows. How those symbols are interpreted is predicated by how we feel—affective stimuli. Slow-going rationale and rhetoric are the domain of the cognisant mind, but it is through signs and symbols that changes to values and behaviours can be “smuggled in.”

Designers literally shape how and why humans perceive the world. Yet their wholly unique skill sets are often squandered on the mere promotion of commodities and me-too products.

Studies conducted by:

  • CHI EA ’07: Extended Abstracts on Human Factors in Computing Systems
  • Various interpretations corroborated in popular science by Bell Labs and Mihaly Csikszentmihalyi, Marissa Zimmerman, et al.
  • Thomas Metzinger
  • Tor Nørretranders

For Design, Marketing, and PR Agencies

Upstream Collaboration

Your clients excel at solving their customers’ functional problems and you excel at promoting them. Eglinski works with creative agencies to expose opportunities in the social and emotional dimensions. This provides our creative partners with more dots to connect when developing strategies on their behalf.

Brand Auditing

When a company struggles to differentiate, the branding done on its behalf is diluted, branding the business category instead of the company, itself. These can later be exploited through better differentiation and clear positioning.


Eglinski examines and codifies the aesthetic expressions of all brands within a category to expose which elements can be exploited for positioning purposes.

Assets Auditing

Companies signal their strategic choices through symbols and aesthetic. Yet nothing is more important than understanding how a signal is interpreted. Eglinski tests brand assets to understand how meaningful they are to people.

Recent Projects, Canada

Brand Auditing, Positioning, Name and Identity Design

Eglinski exposed space to compete in the crowded fast food market and our brand strategy helped Whoa!Boys® secure investment and position  themselves against strong international incumbents.

Business Model, Brand Strategy, Name and Identity Design

Known as Fuckin’za™ when the sun goes down, this California-style pizzeria opens late 2021 on one of Canada’s busiest streets, Edmonton’s Whyte Avenue. The name design alone won Fn’za™ the rights to use the dough in what the Food Network® ranked the “Best Pizza Ever.”

Brand Strategy, Name and Identity Design

Eglinski helped partner Masterlab® with its city’s professional sports franchises and ballet company. The eatery’s new menu was radically redesigned by culinary nutritionist Erin Smandych to better serve and enhance athletics, and new revenue streams added. Eglinski’s work won it the regional retail rights to the Alo Yoga® apparel brand.

Business Model, Brand Strategy, Identity Design

Eglinski launched Canada’s first light beer for the indie crowd. A blonde ale designed to reduce bloat and a low alcohol content so it is used to hydrate as much as it is used to imbibe in. On launch, Aurora™ was stocked by indie gems and large chains alike, and the preferred beer partner for cultural events across Calgary and Edmonton, such as FITC™’s Western Canadian partner event, CAMP™, many of Holt Renfrew®’s events, visiting DJ’s sets, and more.

Eglinski chose the recipe for Aurora from a selection submitted from across Western Canada, went on to win Gold at the Canadian Brewing Awards™.

Los Angeles
Western Canada


United States
Los Angeles