Build Better Audience Engagement
We uncover and help activate
the true human motivations
of your most important audiences,
to drive better business outcomes.
About Tapestry Group
At Tapestry Group, we employ social psychology and AI to uncover the true drivers of audience behaviours, then put decades of experience to work leveraging this intelligence to deliver better business outcomes for you.
Our approach brings together acknowledged leaders in the disciplines of behavioral science, customer experience, social purpose, audience engagement, brand development and internal culture dynamics, in a unique collaborative practice.
Some of our Noteworthy Collaborators
Jason Anderson
Jason Anderson
Jason Anderson
Founder, Pinecone & Co.
Jason is the Founder of Pinecone & Co., an advisory and fractional marketing firm focused on growth: business growth, personal growth, and societal growth. He helps organizations unlock value through brand strategy, digital transformation, and customer-centric growth, guiding leaders to move from inspiration to idea
Founder, Pinecone & Co.
Jason is the Founder of Pinecone & Co., an advisory and fractional marketing firm focused on growth: business growth, personal growth, and societal growth. He helps organizations unlock value through brand strategy, digital transformation, and customer-centric growth, guiding leaders to move from inspiration to idea to implementation. A lifetime practitioner rather than a lifetime consultant, Jason has sat in the chair, made the tough trade-offs, and carried the weight of performance.
With decades of experience leading some of Canada’s most recognized brands including Microsoft (where he led the Xbox business in Canada), Cadillac Fairview, and Bell Canada, Jason brings a rare blend of strategic clarity, go-to-market delivery, and accountability for results in organizations large and small. He holds an Executive Certificate in Management, Innovation and Technology from MIT Sloan and is an ICD.D-certified board director from the University of Toronto’s Rotman School of Management.
Pam August
Jason Anderson
Jason Anderson
CEO and Founder at Connecting Potential
As a trusted partner for high-performance organizations worldwide, Pam guides, champions, and connects the potential already there in three dimensions of organizational performance: within us as individuals, between us in relationships and teams, and around us in cultures.
Pam’s clients appreciate her
CEO and Founder at Connecting Potential
As a trusted partner for high-performance organizations worldwide, Pam guides, champions, and connects the potential already there in three dimensions of organizational performance: within us as individuals, between us in relationships and teams, and around us in cultures.
Pam’s clients appreciate her trifecta of expertise in the people and culture development space that facilitates connections between all three dimensions for exponential impact. Underpinning it all is one simply powerful practice, ‘intend, notice, move’ that she also teaches in her book, Potential.
Known for her infectious energy and experiential, activational messages, she is honored to speak to diverse audiences, industries, and organizations worldwide. She brings a unique blend of expertise and enthusiasm to every speaking engagement, infusing each event with vibrant energy and insights that stick. And yes, she loves to laugh - a lot!
Ian Chamandy
Jason Anderson
Ian Chamandy
Owner, Blueprint Business Architecture
Ian combined decades of marketing and social psychology experience to develop the Blueprint System. For organizations & individuals, it defines what makes you uniquely remarkable—your purpose—in 7 words or less, and guides everything you do and say.
Through Blueprint’s unique methodology, Ian helps you
Owner, Blueprint Business Architecture
Ian combined decades of marketing and social psychology experience to develop the Blueprint System. For organizations & individuals, it defines what makes you uniquely remarkable—your purpose—in 7 words or less, and guides everything you do and say.
Through Blueprint’s unique methodology, Ian helps you answer the most important question in business, “Why should I choose you?” – because you’re asked it thousands of times every day in so many ways.
Your answer to “Why should I choose you?” influences every level of your organization; in addition, it defines the identity of your organization. Having a simple yet compelling definition that makes up the DNA of your company is necessary if you want to you grow faster by focusing your entire organization on what truly makes it more competitive.
Chris Domina
Chris Domina
Ian Chamandy
Brand Design Consultant
Chris Domina is a creative leader and former IDEO Partner, helping purpose-driven organizations build the strategies, brands, offers, and capabilities to shape a better tomorrow. Chris thrives on working shoulder-to-shoulder with senior leaders and teams, bringing clarity to complex challenges and building the creat
Brand Design Consultant
Chris Domina is a creative leader and former IDEO Partner, helping purpose-driven organizations build the strategies, brands, offers, and capabilities to shape a better tomorrow. Chris thrives on working shoulder-to-shoulder with senior leaders and teams, bringing clarity to complex challenges and building the creative confidence needed to bring bold, new initiatives to market. A designer by training, Chris brings 20+ years of human-centered practice to every engagement, distilling what really matters and turning that insight into a simple, actionable path forward.
Chris spent over two decades at IDEO, first as a founding member of its brand practice and later as a Partner, where he co-led the firm's largest business unit — a $35M+ portfolio and team of 30 — and built lasting partnerships with organizations including eBay, Verizon, Gap Inc., Steelcase, Nike, and the National Institutes of Health. Known as a calm, optimistic, and deeply trusted leader, he is as effective in the project room as the boardroom — a versatile, egoless collaborator whose focused presence instills confidence and keeps momentum going, even through skepticism and ambiguity.
Ian Groulx
Chris Domina
Ian Groulx
Brand Design Consultant, .ig.
Ian Groulx is an independent brand design consultant. As a creative
leader, he loves exploring the edges of how brands create compelling
conversations and build authentic connections with the world.
Ian spent 20 years at the global design firm, IDEO, where he was a
Partner building, driving, and directing its
Brand Design Consultant, .ig.
Ian Groulx is an independent brand design consultant. As a creative
leader, he loves exploring the edges of how brands create compelling
conversations and build authentic connections with the world.
Ian spent 20 years at the global design firm, IDEO, where he was a
Partner building, driving, and directing its brand practice. Over the
years, he worked with clients spanning multiple industries including -
Samsung Memory, Kate Spade New York, Cadillac Fairview, Right Rice,
Orbia, Marriott International, Acer and Havaianas, to name a few.
A graphic designer by training, his work spans brand vision &
strategy, visual identity systems, art direction, filmmaking, retail &
experience, packaging, environmental graphics and print.
Paul Klein
Chris Domina
Ian Groulx
CEO and Founder at Impakt Corp
Paul's purpose is to help make the world a better place. He is a social entrepreneur, business advisor, journalist and author with over 30 years of experience in contributing to social change.
Paul is the founder and CEO of Impakt, a B Corp that helps corporations and civil society organizations benefit from
CEO and Founder at Impakt Corp
Paul's purpose is to help make the world a better place. He is a social entrepreneur, business advisor, journalist and author with over 30 years of experience in contributing to social change.
Paul is the founder and CEO of Impakt, a B Corp that helps corporations and civil society organizations benefit from solving social problems. He is also the founder of the Impakt Foundation for Social Change, a charitable organization that helps newcomers succeed in Canada.
Paul contributes to Forbes on leadership strategy, and has written for the LSE Business Review, The Guardian, and the Stanford Social Innovation Review. His book, Change for Good: An Action-Oriented Approach for Businesses to Benefit from Solving Social Problems, was published in 2022.
Brian Krenzer
Melissa Sabatini
Creative Director, Smarter Creative
Brian’s job is to find and champion awe-inspiring ideas. With 25 years in brand building, marketing and advertising in Canada and the U.S., he is an independent creative director and copywriter delivering bigger, smarter, braver ideas.
He’s led global brands, built killer teams, and created award‑winning
Creative Director, Smarter Creative
Brian’s job is to find and champion awe-inspiring ideas. With 25 years in brand building, marketing and advertising in Canada and the U.S., he is an independent creative director and copywriter delivering bigger, smarter, braver ideas.
He’s led global brands, built killer teams, and created award‑winning work that gets results.
From health care to retail to tech and nearly everything in between, and with brands as varied as Nutella, Chips Ahoy, BlackBerry, AT&T, Sleeman, Tic Tac, Oscar Mayer, Penn Medicine, and Petro-Canada Brian leads with kindness and brings great ideas to life.
Melissa Sabatini
Melissa Sabatini
Creative Strategist & Design Partner
For 14+ years, Melissa has partnered with brands—from global giants to startups—to elevate their creative output and navigate the digital landscape with clarity and impact.
Whether aligning creative execution with evolving business objectives, maintaining brand integrity during transitions, or solving un
Creative Strategist & Design Partner
For 14+ years, Melissa has partnered with brands—from global giants to startups—to elevate their creative output and navigate the digital landscape with clarity and impact.
Whether aligning creative execution with evolving business objectives, maintaining brand integrity during transitions, or solving unique strategic problems that require senior-level expertise, she delivers tailored solutions that ensure every detail serves the brand's goals.
Melissa oversees communication initiatives from concept to completion, guaranteeing consistency and measurable impact at every stage.
Her diverse portfolio spans hospitality (Marriott, Fairmont, Hilton), retail (IKEA, Sephora, Home Hardware), and food & beverage (Kernels Popcorn, 7-Eleven, Taco Bell). At the heart of her work is a commitment to building authentic connections between brands and their audiences.
Marc Whitehead
Marc Whitehead
Chief Collaborator at Tapestry Group.
Marc's worldview has been informed from an eclectic mix of work environments; ad agencies, marketing firms, branded content producers, tech start ups. He’s collaborated on efforts of all scales and types, from global product launches for brands like Apple and Miele, to national advertising campaigns fo
Chief Collaborator at Tapestry Group.
Marc's worldview has been informed from an eclectic mix of work environments; ad agencies, marketing firms, branded content producers, tech start ups. He’s collaborated on efforts of all scales and types, from global product launches for brands like Apple and Miele, to national advertising campaigns for Fairmont Hotels and Celestial Seasonings teas, to branded web series for J&J and McDonalds, all with equal aplomb.
His experience is firmly rooted in the disciplines of strategy and planning, which has served as the catalyst for finding new, more effective, and truly authentic ways for people to bond with their favourite brands. Marc is a panelist on popular podcasts like Bob Knorpp's acclaimed weekly BeanCast show, and speaks on a variety of research, strategy and audience engagement topics around the world.
Global Perspective. Hard-won expertise. Brands that win.
Let's Get Started
Take the first step, and contact us to discuss your business and organizational challenges and aspirations. Send us a message, and we will get back to you right away.
Marc Whitehead, Chief Collaborator, Tapestry Group
