We are a brand and business transformation consultancy built for organizations navigating change.

When the landscape shifts, those who thrive are the ones that adapt with clarity and purpose. We help you decode market shifts, identify your most valuable opportunities, and design strategies that turn transformation into measurable growth. From brand positioning to business evolution, we build the foundation for relevance, resilience, and enduring advantage.

Process

Decode

We partner with clients to uncover the human and cultural forces shaping change— understanding the behaviours, values, and market dynamics that create both risk and opportunity. This clarity ensures strategies are built on what truly moves people and markets.

Decode: How Vancouver brand strategy consultancy helps businesses transform

Define

We translate insight into a strategic foundation—clarifying your brand’s positioning, business model, and pathways for sustainable growth. By balancing creativity with business logic, we help organizations stand out and stay ahead.

Define: Brand design and strategy firm in Vancouver driving innovation

Deliver

We design people-centric experiences that remove friction, drive adoption, and align stakeholders. By prototyping solutions and building a compelling business case, we ensure your brand or business transformation is executable and sustainable.

Deliver: Helping startups and businesses with brand strategy in Vancouver

Guiding principles

Culture-driven

We believe that brands don’t exist in isolation—they are shaped by the cultures, communities, and movements around them. Our approach is rooted in a deep understanding of cultural shifts, ensuring brands remain relevant, authentic, and forward-thinking.

People first, always

At the core of every transformation is people: leaders, employees, customers, and communities. We take a human-centered approach, ensuring that every strategy, system, and solution we build is meaningful, inclusive, and built for measurable impact.

Data-informed  

We blend the power of data-driven insights with creative intuition to make informed strategic decisions. By analyzing market trends, behavioural patterns, and emerging opportunities, we build brands that are both visionary and measurable.

Agile & adaptive

In a world of relentless dusruption, adaptability is king. We embrace agile, iterative thinking, allowing businesses to pivot, evolve, and seize new opportunities. Obstacles aren’t stop signs—they’re starting lines.

Holistic + systems-based

We see brands and businesses as ecosystems, where every part influences the whole. Our approach considers not just branding and design, but also operations, positioning, customer experience, and internal culture, ensuring transformation at every level.

Strategic, yet fearless  

We rethink the obvious, uncover the unseen, and push brand and business toward meaningful, lasting transformation. When strategy and creativity align, innovation follows

Javier Puig, brand strategist founder of Persona in Vancouver

Javier Puig

Founder

Javier has a wealth of experience helping organizations navigate change by guiding them through a strategic creative process that stimulates dialog, clarifies purpose and accelerates positive impact through design.

He builds real relationships with clients and plays a key role in developing results-focused business and communication strategies that consistently enhance customer experiences and drive brand and market position success.

An award-winning creative who straddles cultures and feels at home in more than one place, Javier has worked with a wide range of clients in a variety of verticals and geographies using the power of storytelling to bring people together, ignite growth and facilitate transformation.

Iain Ferguson

Associate Storyteller
Iain Ferguson, associate storyteller

Iain is a seasoned creative who has been practising in the UK and North America for 35 years. With a grounding in editorial journalism and classic long-form storytelling, Iain has extensive expertise in advertising, scriptwriting and content marketing across many industry sectors.

He collaborates regularly with Persona to build compelling brand narratives across traditional and digital platforms. He is a graduate of the University of Edinburgh in English and Philosophy, and is a keen amateur guitarist and music maker.

Peter Desmet

Associate Production Designer
Peter Desmet, associate production designer

Peter has 25+ years of professional experience as a designer and practicing artist. Meticulous attention to the craft of typography and a rigorous approach to the technical and aesthetic aspects of form, colour and design, are all qualities that explain why clients value their relationship with Peter.

He holds a Bachelor of Arts degree in Fine Art from Johannesburg, South Africa, and a Master of Arts degree and Diploma in Graphic Design from Lausanne, Switzerland.

Peter collaborates with Persona on an as-need basis on projects that require the production of on-brand, cohesive and effective creative assets. Peter brings his depth and breadth of experience to bear on every single project he touches.

Over the years, we’ve had the privilege of partnering with leading organizations across diverse sectors, including healthcare, education, culture & entertainment, destination and property development, city services, and nonprofit.

Life360 logo IDRC LogoCCES LogoMeadowridge logoPaul Gaugin Cruiseship LogoThe Think Tank Initiative logoUrban Impact Recycling LogoPi Theatre logoTheatre la Seizieme logoAtlas logoSt George's School logoNeworld Theatre logoCabo Cortes logoFairborne Homes logoRelais and Chateau logoThe Brando logoTrue Sport logoLowell High School logoShift Interiors logo

Iain Ferguson

Associate Storyteller
Iain Ferguson, associate storyteller

Iain is a seasoned creative who has been practising in the UK and North America for 35 years. With a grounding in editorial journalism and classic long-form storytelling, Iain has extensive expertise in advertising, scriptwriting and content marketing across many industry sectors.

He collaborates regularly with Persona to build compelling brand narratives across traditional and digital platforms. He is a graduate of the University of Edinburgh in English and Philosophy, and is a keen amateur guitarist and music maker.

Peter Desmet

Associate Production Designer
Peter Desmet, associate production designer

Peter has 25+ years of professional experience as a designer and practicing artist. Meticulous attention to the craft of typography and a rigorous approach to the technical and aesthetic aspects of form, colour and design, are all qualities that explain why clients value their relationship with Peter.

He holds a Bachelor of Arts degree in Fine Art from Johannesburg, South Africa, and a Master of Arts degree and Diploma in Graphic Design from Lausanne, Switzerland.

Peter collaborates with Persona on an as-need basis on projects that require the production of on-brand, cohesive and effective creative assets. Peter brings his depth and breadth of experience to bear on every single project he touches.

“When we tendered to Persona, we were presented with the potential for a working relationship; a person who would see everything through to the end; a person who spent time understanding the very heart of our soul, someone who was just as passionate about our school as we were.”

Gordon Allan — St George's school

“Persona helped clarify our brand positioning and portfolio structure. They took our business values and goals and developed brand strategy and visual identity with the capacity to project Urban Impact into the future.”

Nicole Stefenelli — Founder, Urban Impact Recycling Ltd.

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778.995.6051

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