I WEAR MANY HATS—

leader, designer, mentor, and teacher.

And I love them all.

Jennifer Krul, Principal

EXPERIENCE DESIGN + CHANGE LEADERSHIP

For more than 20 years, I’ve helped organizations large and small design better experiences and lead meaningful change.

Over the years, I’ve designed digital products and services for diverse users, led teams, facilitated hundreds of workshops and education sessions, advanced inclusive research and design, spoken at conferences across North America, and guided strategic initiatives from vision through implementation. 

Beyond client work, I teach part-time in the User Experience Design program at Wilfrid Laurier University, serve as a Director on the Board of Groves Memorial Community Hospital, and contribute to community-building and gender equity projects.

The hats I wear keep me connected, inspired, and grounded in the values that guide my work.

CONNECT TO LEARN MORE

Creativity

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Collaboration

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Transparency

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Integrity

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Enthusiasm

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People-centeredness

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Creativity • Collaboration • Transparency • Integrity • Enthusiasm • People-centeredness •

WHAT I BRING TO EVERY PROJECT

WHO I PARTNER WITH

Some projects benefit from additional perspectives. When that’s the case, I work with trusted partners to ensure the best outcomes. 

Tricia Barfoot, PhD

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Systems engineering | Statistics

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  • Tricia brings over 25 years of experience in process evaluation, systems optimization, and strategic transformation. Her career spans the technology and healthcare software and service industries, where she has successfully led teams to analyze complex systems, develop strategic roadmaps, and deliver actionable insights.

    Currently, Tricia serves as a senior consultant at a strategy advisory firm and a part-time Professor in the School of Engineering & Technology at Conestoga College. Tricia holds three degrees from the University of Waterloo: a PhD in Statistics, a Master of Systems Design Engineering, and a Bachelor of Mathematics specializing in Applied Statistics.

Alicia Newell

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Content strategy | Documentation

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  • With 15 years of experience in technical writing, Alicia is recognized for her expertise in the medical device and healthcare industries. As the founder and principal at Sage Content, she has collaborated with technical and clinical experts across health teams, software companies, and manufacturers to create a breadth of clinical, technical, and promotional documentation.

    With extensive experience in regulated industries, Alicia approaches documentation with a strong focus on patient safety and regulatory compliance, balanced with a practical and collaborative approach to achieving project goals.

Terri Dennis-Hobson, RGD

A woman with long, wavy blonde hair, fair skin, and blue eyes, smiling, wearing a denim jacket and a black top, against a dark gray background.

Graphic design | Brand strategy

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  • With over two decades of experience in brand strategy, graphic design, Terri brings creative spark and strategic clarity to every project. From national brands to boutique startups to solopreneurs, Terri has helped transform ideas into visually compelling, results-driven identities, websites, packaging and more.

    Terri thrives on collaboration—whether it’s guiding entrepreneurs as they launch something new or helping established brands evolve and grow. She’s especially passionate about creating seamless brand experiences that feel cohesive, memorable, and true to the core of every brand she’s fortunate to partner with.