We don't just start with "why." We start with the why that's three or four or five layers deep (maybe even deeper). We don't just start with a desired outcome or the problem you think you have, we uncover what's in the way of achieving your purpose (whether the barrier is communication, outreach, or tech) , and we work on that. We test. We measure. We test again. We make the incremental changes that move the needle in a meaningful way.
A selection of our valued relationships
"We chose to work with rTraction because it was clear from our first meeting that we had the same values, the team understood our brand, and that they would design with our desired outcomes and best interests in mind. The project ran on-time (or early), and the results have been overwhelmingly positive."
- Nick Foglia, Director, Communications, Marketing & Sales at McMichael Canadian Art Collection
McMichael Canadian Art Collection
Digital Brand Alignment
Branding and websites
25%: A Documentary
Social media launch campaign
User experience Branding
Living Wage London
Branding, Squarespace Website
Proud To B...
rTraction Canada, Inc. is a Certified B Corporation. We help social purpose organizations use design thinking and moving stories to change communities for good.
David Billson, president and CEO of Ellipsis Digital in London, Ont., said the region’s technology and digital media sector “is starved for well-trained talent,” and companies are having trouble recruiting new employees.
“One of the hardest things for me as a business owner is to know that our unemployment rate is hovering around seven per cent in the region, when our local technology firms have between 400 to 1,000 open jobs,” said Billson. “Helping us to be able to fill our talent gap will aid in ensuring a bright future for our sector.”
"Besides being a tri-athlete, a yogi, a traveler, a writer, and a gamer, Rachel Berdan is also the Chief Marketing Officer of rTraction Canada, Inc. Rachel got into sales and marketing relatively slowly and somewhat by accident and today she is also VP of Sales for Ellipsis Digital, a division of rTraction Canada, Inc. located in London, Ontario. She loves working within an organization that encourages creativity, openness, entrepreneurial thinking, and attracts people who value those things. “I have fun, I am challenged, and I get to bring new ideas to life pretty regularly."
"Brett McKenzie is the Relationship Manager at Ellipsis Digital, located in London, Ontario. This job title encompasses various aspects such as sales, post-project support, technical support but mainly client relations and project management."
Tech Alliance is partnering with Vancouver-based Lighthouse Labs (lighthouselabs.ca) to meet the growing demand for coders by offering a web development bootcamp this summer.
With the rapid expansion of London’s tech sector, some companies are struggling to fill positions.
“The shortage of talent is considered the primary reason for a lack of economic growth within regional technology companies. Programs that increase the technical capacity of our workforce are a welcome addition to our community,” said David Billson, chief executive of Ellipsis Digital.
After speaking on a panel about Leading in the Face of Disruption: What Organizations & Employees Need to Start Doing Now, COO Rachel Berdan reflects on how we work today relative to how we have in the past. See how our processes relate to popular agency methodologies, waterfall and agile, and what makes our approach unique as we facilitate the right end result for our clients based on where they are today, where they want to be, and where they need us to fill the gap.
Regardless, I suspect we weren’t supposed to overhear it. “We’re a big fish in their little pond.” A comment made by our primary contact at our Big Fish client to a colleague in the halls. Our client knew what this meant - that we would service them to the moon and back - and we certainly did.
[#MeToo] has us talking about a broad spectrum of behaviour… this piece is not about trauma, but rather lies on the everyday sexism end of the spectrum where women are still regarded in the professional sphere as objects or potential dates before professionals whose accomplishments and expertise are positive contributions to their field.
I saw people with HUGE networks, and toyed with the idea of becoming a L.I.O.N., but realized that reaching out to ask for a connection didn’t feel comfortable (especially with all that advice about how asking for a connection without a personalized message was spammy) and I didn’t actually have that many requests to accept. It also didn’t feel like “me” for some reason, though I wasn’t sure why.
For as long as I’ve lived here, London Ontario has had an identity crisis. The departure of the finance and insurance industry in the 60s and the collapse of manufacturing in the early 2000s caused part of the problem. Every time London tries to craft a new identity, the world changes and that identity crumbles.
I believe I may have found the brand for the City, and want to put together a multi-media experience to tell our story.