Optimizing brands

We’re Parcel – a brand strategy and design firm that specializes in building brand systems and standards platforms that optimize brands for businesses that work with remote teams.

We understand the challenges of developing multi-channel solutions that need to resonate with various audiences and sales funnels. We know how to transform a technical story into a compelling one. And we know how to design engaging turnkey creative programs that get everyone on board – regardless of whether they’re in the same room, city, or country.

BrandOps: Aligning remote teams

When we launched our business in 2004, we were focused on rebranding and designing creative communications for businesses in transition. But today, we’re all in a constant state of transition. And our increasingly brand-savvy world is increasing the pressure on Brand Managers to deliver a seamless experience through all touch-points.

But it’s not just marketing departments that have a role to play. Sales teams, customer service reps, HR, R&D departments, and distribution networks are all having to contribute to a brand’s experience – and business success.

That’s why we launched BrandOps, a new tool that evolves the traditional Brand Standards document to engage and align all employees.  Think of it as a merger between your brand standards, your employee manual and operations guide –presented in a way that is actually read and referenced.

Our Studio



Our interdisciplinary studio is equipped to execute projects that span design strategy, branding, digital, packaging, service design, marketing, product design, illustration, environments, film and beyond.  We are designed with a purpose: to be agile, responsive, and flexible.

The Parcel studio serves as a gateway to a Toronto neighbourhood with an interesting history and promising future. Located on the traditional territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples, this area of Toronto has long been known for its diversity.

Once a stop on the Underground Railroad, Leslieville has long been associated as a place where those who were marginalized, those who were new to this country, and those who believed in hard work, came together to build thriving communities. When we moved in, a Hells Angels clubhouse was just down the street and Gale’s Snack Shack was selling a burger and fries for a few dollars. Today the local factories are now highly desirable loft conversions – and Gale’s is still selling those burgers and fries for $2.50.

A space to be inspired every day

By 2015, Parcel was named to the PROFIT500 Canada’s fastest-growing companies as a result of doubling revenues in the previous five years. Compiled by Canadian Business magazine, Parcel has appeared on the PROFIT500 twice and has been named on the W100, a list recognizing the top women-owned businesses in Canada.

In 2017, we launched Content Writers Group, an agency representing the top journalists and editorial strategists in the country. CWG helps business owners establish an expert positioning by defining, packaging, and amplifying their stories in engaging ways that resonate with audiences.  

By 2019, our studio became the flagship location of our spin studio, Torq Ride.