Eglinski Brand Strategy and Design is a remote team of multidisciplinary designers who specialise in ideology, myth, and culture.

We favour uncomfortable truths and understanding why things are at the expense of any status quo.

This means eschewing long-held beliefs about what a company is and can be.

The same goes for people.


Does the sun rise and set? Or does our planet rotate in orbit around its nearest star?

Humans don’t experience the world as it is. We experience it as we are. Our species builds in its mind a series of virtual representations of the world, made up of the myths provided to us by society and the hidden feelings that frame them.

Contrary to the human experience of a thing, a person cannot interact directly with a thing. Engagement occurs with the interpretation of it.

Branding is the management of these mental constructs.

Branding is a semiotic practice: the use of signals to represent value propositions and their positioning. In our case, using symbols—such as language—and aesthetic. The former bypasses rational thought. The latter, “the language of feeling,” predetermines complex thought and frames perception.

Eglinski specialises in the interpretation of representation. We understand customers’ needs rather than sell a product.

To any business whose success is the result of a so-called “growth industry,” this can be terrifying. A business that becomes so focused on its downstream activities neglects to adapt upstream, confusing what they sell for what the customer needs.

Working backwards from the consumer to the company, Eglinski identifies opportunities unrecognisable to others. We can then work with a company to develop new strategies for growth, built atop a strong brand strategy.

Strong brands help build strong businesses in a number of ways:

  • Strong brands command and sustain price premiums over competitors.
  • Strong brands drive sales growth by attracting new customers.
    Strong brands create barriers to entry for new competitors when loyal customers are reluctant to switch.
  • Strong brands are a form of insurance during economic downturns when a brand’s loyal customers are more likely to stay with their favourite brand through tough times.
  • Strong brands enjoy reservoirs of consumer goodwill that can help companies recover from a product or company crisis.
  • Strong brands can help a business capitalize on opportunities to expand into new categories and geographies.


Business Model

Customer Segmentation
Value Proposition Design


Brand Audits
Cultural Strategy


Brand Assets Auditing

Don Eglinski

Don Eglinski

Brand Strategist, Designer

Don transitioned from design into theology and semiotics. Their overlap informs his brand strategy. Previously, with a startup of his own, and, now, helping companies weather the pandemic.

He has written for the multidisciplinary design journal at Stanford University’s Institute of Design, guest-lectured for the Religious Studies Department at the University of Alberta and on branding and design for MacEwan University.

Coe Douglas

Coe Douglas

Brand Strategist, Creative Director

Coe marries journalism, storytelling, and brand strategy in the fields of healthcare, restaurant chains, and sports, such as the Milwaukee Brewers. He has lead creative teams across various channels, from television and print into various digital media.

He is an associate lecturer in Design and Visual Communications at the University of Wisconsin–Milwaukee’s Peck School of the Arts.

Amy Dale

Amy Dale

Creative Director, Designer

Amy specialises in packaging, print, and digital design, having worked on projects for clients including DirecTV, MIT, Nintendo, Sheraton, Quiksilver, UCLA, Bandai, Disney, Warner Bros, and Universal Studios.

Christopher Leeuw

Christopher Leeuw

Product Developer, Designer

Christopher spent the past decade working in the field of product development and design in a variety of industries, ranging from medical products to high-end industrial design and architecture. He has a unique perspective and breadth of knowledge of environment and scale, materials, manufacturing processes, and strategic marketing.

Spent the past decade as a senior product developer for Michael Anastassiades and Bocci. Is currently overseeing the conversion of a 19th century prison into a boutique hotel, in Berlin.