Diti Katona is a founding partner of Concrete. As Chief Creative Officer, she is best known for producing elegant and evocative work for the firm’s clients in fashion, retail and luxury goods.

Diti’s creative direction and marketing experience guide the strategy and development of brand campaigns, product packaging, custom publications and visual identities. She also leads the firm’s involvement in startup ventures and business partnerships focused on the development of innovative lifestyle and luxury brands.

Over the years, Diti’s creative work has received numerous awards from juries throughout North America and Europe, including the American Center for Design (Chicago), the American Institute for Graphic Arts (New York), Graphis Design (New York), and British Design and Art Direction (London).

Diti was been awarded two lifetime achievement awards. In 2012, Diti received the prestigious Les Usherwood Award from the Advertising & Design Club of Canada (ADCC) for her contribution to the Canadian creative community. In 2016, Applied Arts magazine honoured Diti with its 30th anniversary Golden AACE Award, for consistently: receiving international accolades; achieving significant business success; being considered a change agent; and having been a mentor or cultivator of emerging talent.

Diti frequently lectures on design topics, serves as a faculty advisor at design schools, and judges international competitions in her field.

John Pylypczak is a founding partner and President of Concrete. John is the ultimate practitioner, every day challenging himself and the Concrete team to reconsider better ways to integrate smart thinking and visual solutions. His ability to seamlessly move across disciplines – he is equally at home as creative director, designer, brand strategist, writer and business marketer – sets the foundation for an agency that does not separate between strong strategy, creative, and healthy business results.

Along with Diti Katona, he leads the firm’s brand communications practice. His work has received extensive recognition in Canada, the U.S., Europe and Asia, and includes awards from the American Center for Design (Chicago), the American Institute for Graphic Arts (New York), Graphis Design (New York), and British Design and Art Direction (London).

John is active as a jury member for design competitions and often serves as an advisor to design schools and other cultural organizations.

John Pylypczak

President

Clarence currently oversees the development of strategic branding initiatives at Concrete. Leading multi-disciplinary teams for a range of sectors including fashion, retail, and culture ranging from branding and promotions to digital and traditional advertising, he is also part of Concrete’s own strategic leadership team.

Clarence has lead and managed the re-branding of several major Canadian brands including Hudson’s Bay Company, Mountain Equipment Co-op, Canada Goose, and Tangerine Bank.

Previous clients also include McDonalds, Oh! Henry, Nike, and Adidas.

Clarence has over 10 years creating compelling creative and consumer experiences. He holds a bachelor’s degree from the University of Toronto.

A native of Brasília with over 15 years design experience, Letícia has been extensively involved in Concrete’s work for fashion and cosmetics brands for the past decade. She has led teams on several large, ongoing projects for clients such as Holt Renfrew, Lida Baday, and McDonalds. She was creative lead on BITE Beauty from launch, and on long time luxury skincare client Perricone MD’s brand for No Makeup Skincare.

Leticia led Joe Fresh’s redesign and rebrand of Joe Fresh Beauty, accessories and intimates, art directing a new look, new packaging, and new componentry for over 200 SKUs. She has won multiple Graphis awards for design in beauty and fashion, and has served as a judge on various graphic design awards panels.

Letícia Luna

Creative Director

Brandy oversees the production department at Concrete. She has over a decade of experience in marketing and production, with particular emphasis on luxury goods, retail and the beauty industry. She enjoys working with the creative teams and clients to ultimately bring their design and visions to life.

Having begun her career at Concrete, she rejoined the agency as Director of Production Services in 2012 bringing with her extensive experience gained working for distinguished companies like Holt Renfrew, Christian Dior/LVMH and Schwarzkopf Professional Canada. During her time with these companies, Brandy also developed lucrative retail strategies that helped establish solid relationships with leading retailers in Canada including The Bay, Sephora, and Shoppers Drug Mart. Brandy holds a bachelor’s degree in Fine Arts from the University of Western Ontario.

Jordan came to Concrete directly from the Ontario College of Art and Design over ten years ago. He has spent his time at Concrete working on all aspects of branding and in the process has won numerous design awards throughout North America and Europe. In addition to leading complete redesigns for Mountain Equipment Co-op and Allstream, Jordan has developed packaging for Sapporo and art directed countless photo shoots for clients such as Holt Renfrew and MEC.

His branding work for Film North was published in the Wall Street Journal, while his interactive work for Azure Magazine was featured in a product demonstration for Apple’s latest WWDC launch event. He has also won the gold award for his environmental branding of Keilhauer’s NeoCon showroom.

Jordan Poirier

Creative Director

René has greatly contributed to the success of the agency. Having spent over two decades at Concrete Design, he has successfully launched the design firm’s award-winning video production arm that services clients like Holt Renfrew, Film North, Keilhauer, MEC and Perricone. Additionally, he heads the Production Department and oversees IT for the company. René’s passion for video production and editing are evident in the highly engaging video content he continues to create for some of Canada’s most beloved brands.

René Ostetto

Manager of Operations

Aurora leads and manages a wide range of branding projects for client companies such as Perricone MD, Lululemon, Canadian Tire, Shoppers Drug Mart, Dr. Perricone Hydrogen Water, Woodbine Entertainment and the Canadian Red Cross. Previous clients also include Tangerine, McDonalds, Pizza Nova and Unitron.

Aurora previously worked in publishing and in film, and has extensive experience in corporate communications. She holds a master’s degree in Media Studies from Concordia University.

Aurora Ratcliffe

Senior Brand Planner

John came to Concrete with experience as a visual stylist for Holt Renfrew and Jonathan + Olivia, and in public relations for Winners Homesense and Swiss watch brand Rado. At Concrete he has worked with client companies Lida Baday, MEC, BITE Beauty, and Elte, and currently manages projects for Joe Fresh, Loblaws and Shoppers Drug Mart. Concrete’s resident Maritimer, John hails from Moncton, New Brunswick and oversees Concrete’s PR and New Venture initiatives.

John Pichette

Brand Planner

Jonathon is a graduate of the York/Sheridan Bachelor of Design program and started out working with large retail brands and projects while still in school. After working both for agencies and as a freelancer in Toronto, Jonathon joined Concrete. Jonathon is Concrete’s lead designer on Keilhauer and has done work for client companies such as BITE Beauty, Velour Lashes, SiriusXM, Tangerine, Mountain Equipment Co-op, Pfaff Automotive and dipndip. Past clients include The Bay, Nike, Drake General Store, Sport Chek and both the 2010 and 2012 Olympic Games.

Jonathon Yule

Senior Designer

Julia is a graduate of the York/Sheridan Bachelor of Design program.

Straight out of school Julia got her feet wet working both large corporate and retail brands, as well interning at a small art book design studio in Berlin. Outside of studio agency work the last few years she’s also worked on a number of art and cultural projects in Toronto, including Carbon Paper Magazine. In her time at Concrete Julia has worked on Red Earth, Tangerine, BITE Beauty, Elte and Pfaff Automotive.

Julia Troubetskaia

Designer

Since graduating from York/Sheridan’s Bachelor of Design program, Thomas has worked in studio and freelance capacities for clients in consumer, cultural, editorial, and industrial sectors before joining Concrete. Thomas has experience working on projects for client companies such as Capo Capo, BITE Beauty, Perricone MD, Thomas Kosmala, Woodbine Entertainment, the Lavin Agency and the Canadian Red Cross.

Thomas van Ryzewyk

Senior Designer

An honours graduate from York/Sheridan’s joint design program, Julianna began her career in New York before moving to Toronto to join the digital team from Saks Fifth Avenue to launch thebay.com. Prior to coming to Concrete, she worked on projects for clients including Warp Records, Stella McCartney, Roxy, Penguin Publishing, Cushnie Et Ochs, TOP SHOP, and Hudson’s Bay Collections. Julianna works on branding projects for clients such as Loblaws, Shoppers Drug Mart, and Velour Lashes. She the creative director behind Logan’s Look, an Instagram account that features the sartorial stylings of her toy poodle and has been profiled by American Apparel, Mr. Porter, Harpers Bazaar and Grazia Magazine.

Julianna Le

Designer

Before giving in to his innate love of design, Emanuel planned to be a dentist. He graduated from the University of Alberta with a degree in Biological Sciences, but soon after pursued an additional degree from Emily Carr University of Art and Design. From there, Emanuel oversaw design for the boutique retailer gravitypope, and, before coming to Concrete, worked on projects for clients such as Kit and Ace, Greystone Books, the Canadian Aeronautics and Space Institute, and the Metcalf Foundation. At Concrete, he is the lead designer on Perricone MD and Dr. Perricone Hydrogen Water.

Emanuel Ilagan

Designer

Jessica began her career at Fashion Magazine. She has extensive experience in sport and event marketing, as well as retail and food and beverage. At Concrete, Jessica manages branding projects for client companies such as BITE Beauty, Thomas Kosmala, Velour Lashes, Moroccanoil, Bonsai, Pusateri’s, the Lavin Agency, and Tangerine. Jessica holds a BA in Psychology and Political Science from Western University.

Jessica Best

Brand Planner

Matt is a graduate of Simon Fraser University’s Cognitive Science program. Originally from Philadelphia, he has worked on web applications for several large media companies, an airline, the hospitality industry, and academic and non-profit organizations in Vancouver, Honolulu, and Toronto. Prior to Concrete, Matt worked on digital projects for clients such as Island Air, the Toronto Star and the FOX Broadcasting Company.

Matt Crider

Senior Developer

Sarah has over a decade’s experience in accounting for branding and marketing firms. She earned a Bachelor of Commerce degree from Ryerson University in Toronto and holds CPA – CGA accreditations.

Sarah McKerrall

Controller

Originally from Ottawa, Julia is a graduate of Carleton’s Mass Communications program and did an International Communications and Media exchange in Holland at Hogeschool Utrecht as part of her degree. She spent a year living in Madrid prior to moving to Toronto to work in insight and strategy on brands such as Tim Hortons, Air Canada, Mazda, Johnson and Johnson, SickKids, Kids Help Phone, Tourism Toronto and HSBC. At Concrete, Julia manages branding projects for client companies such as Thomas Kosmala, Capo Capo, Red Earth, Keilhauer, and Perricone MD.

Julia Ferrabee

Brand Planner

Originally from Vancouver, Russ studied graphic and web design at the City College of San Francisco and at Humber College in Toronto. He has worked on projects for clients such as Kronenbourg, Airbnb and Nike prior to joining Concrete. At Concrete Russ has done work for Loblaws, Shoppers Drug Mart, Pusateri’s and Janssen. Russ has skateboarded professionally for over a decade.

Russ Milligan

Designer

Originally from Montreal, Matthew moved to Toronto to pursue a degree in Graphic Design from OCAD University, where he graduated with Honours. He is Concrete’s resident designer for Bite Beauty, and works on branding projects for client companies such as Joe Fresh and Canada Goose. Prior to joining Concrete, Matthew worked on projects for Adidas Originals, as well as in print design and typography in the cultural and editorial sectors. Matthew is passionate about urbanism, cities and how people use and move through physical space.

Matthew Sabloff

Designer

Jessica is a graduate of the York University/Sheridan College Joint Program in Design. Before joining Concrete, she spent five years in New York working for clients such as fashion designer Wendy Nichol, French trunk and leather goods maker Goyard, and the French Institute Alliance Française, among others. Jessica has worked on branding projects for Perricone MD, Canadian Tire, Pusateri’s and Queen’s Taste.

Jessica Atkinson

Designer

Amelie came to Canada from France, where she earned a Masters in design and communication from ECV Aix en Provence. She has worked for French publishing house Flammarion, Cité de la mode et du design, and Petit Bateau. Amelie has a special interest in bookbinding, and in motion design. At Concrete, she has worked on projects for client companies such as Shoppers Drug Mart, Loblaws and Perricone MD.

Amelie Lorente

Designer

Jessica has a background in web and digital design for past clients such the Hudson’s Bay and Rogers Communications, where she designed digital issues for Macleans, Chatelaine, Canadian Business and MoneySense. Jessica has worked on branding projects for client companies such as Pusateri’s, Loblaws and Joe Fresh. She holds a Bachelor of Design from York University.

Jessica Johnstone

Designer

Sabrina has been involved in social media and guest coordination for almost every Toronto music festival imaginable, from Arts & Crafts’ Field Trip to Hillside and Wavelength, and Canadian Music Week. She has also managed social media and marketing for Toronto’s Long Winter inter-arts festival. Sabrina holds a bachelor’s degree in Media Production from the Ryerson RTA School of Media.

Sabrina White

Studio Coordinator

Sarah is a graduate of the Claude Watson School for the Arts and York University, where she earned an Honours BA in Communications. She has a background in public relations and fashion distribution. At Concrete, Sarah works with client companies such as Queen’s Taste and Janssen.

Sarah Marangoni

Brand Coordinator

Reed is a graduate of the Etobicoke School of the Arts, where he majored in Contemporary Arts. He has designed a collection for Toronto’s Adrift Skate Shop, and worked on motion design for brands such as Timberland as part of the East Room co-op. This fall, Reed heads to the Hong Kong campus of the Savannah College of Art and Design to study on a full scholarship.

Reed Hollett

Design Intern

Diti Katona is a founding partner of Concrete. As Chief Creative Officer, she is best known for producing elegant and evocative work for the firm’s clients in fashion, retail and luxury goods.

Diti’s creative direction and marketing experience guide the strategy and development of brand campaigns, product packaging, custom publications and visual identities. She also leads the firm’s involvement in startup ventures and business partnerships focused on the development of innovative lifestyle and luxury brands.

Over the years, Diti’s creative work has received numerous awards from juries throughout North America and Europe, including the American Center for Design (Chicago), the American Institute for Graphic Arts (New York), Graphis Design (New York), and British Design and Art Direction (London).

Diti was been awarded two lifetime achievement awards. In 2012, Diti received the prestigious Les Usherwood Award from the Advertising & Design Club of Canada (ADCC) for her contribution to the Canadian creative community. In 2016, Applied Arts magazine honoured Diti with its 30th anniversary Golden AACE Award, for consistently: receiving international accolades; achieving significant business success; being considered a change agent; and having been a mentor or cultivator of emerging talent.

Diti frequently lectures on design topics, serves as a faculty advisor at design schools, and judges international competitions in her field.

John Pylypczak is a founding partner and President of Concrete. John is the ultimate practitioner, every day challenging himself and the Concrete team to reconsider better ways to integrate smart thinking and visual solutions. His ability to seamlessly move across disciplines – he is equally at home as creative director, designer, brand strategist, writer and business marketer – sets the foundation for an agency that does not separate between strong strategy, creative, and healthy business results.

Along with Diti Katona, he leads the firm’s brand communications practice. His work has received extensive recognition in Canada, the U.S., Europe and Asia, and includes awards from the American Center for Design (Chicago), the American Institute for Graphic Arts (New York), Graphis Design (New York), and British Design and Art Direction (London).

John is active as a jury member for design competitions and often serves as an advisor to design schools and other cultural organizations.

John Pylypczak

President

Clarence currently oversees the development of strategic branding initiatives at Concrete. Leading multi-disciplinary teams for a range of sectors including fashion, retail, and culture ranging from branding and promotions to digital and traditional advertising, he is also part of Concrete’s own strategic leadership team.

Clarence has lead and managed the re-branding of several major Canadian brands including Hudson’s Bay Company, Mountain Equipment Co-op, Canada Goose, and Tangerine Bank.

Previous clients also include McDonalds, Oh! Henry, Nike, and Adidas.

Clarence has over 10 years creating compelling creative and consumer experiences. He holds a bachelor’s degree from the University of Toronto.

A native of Brasília with over 15 years design experience, Letícia has been extensively involved in Concrete’s work for fashion and cosmetics brands for the past decade. She has led teams on several large, ongoing projects for clients such as Holt Renfrew, Lida Baday, and McDonalds. She was creative lead on BITE Beauty from launch, and on long time luxury skincare client Perricone MD’s brand for No Makeup Skincare.

Leticia led Joe Fresh’s redesign and rebrand of Joe Fresh Beauty, accessories and intimates, art directing a new look, new packaging, and new componentry for over 200 SKUs. She has won multiple Graphis awards for design in beauty and fashion, and has served as a judge on various graphic design awards panels.

Letícia Luna

Creative Director

Brandy oversees the production department at Concrete. She has over a decade of experience in marketing and production, with particular emphasis on luxury goods, retail and the beauty industry. She enjoys working with the creative teams and clients to ultimately bring their design and visions to life.

Having begun her career at Concrete, she rejoined the agency as Director of Production Services in 2012 bringing with her extensive experience gained working for distinguished companies like Holt Renfrew, Christian Dior/LVMH and Schwarzkopf Professional Canada. During her time with these companies, Brandy also developed lucrative retail strategies that helped establish solid relationships with leading retailers in Canada including The Bay, Sephora, and Shoppers Drug Mart. Brandy holds a bachelor’s degree in Fine Arts from the University of Western Ontario.

Jordan came to Concrete directly from the Ontario College of Art and Design over ten years ago. He has spent his time at Concrete working on all aspects of branding and in the process has won numerous design awards throughout North America and Europe. In addition to leading complete redesigns for Mountain Equipment Co-op and Allstream, Jordan has developed packaging for Sapporo and art directed countless photo shoots for clients such as Holt Renfrew and MEC.

His branding work for Film North was published in the Wall Street Journal, while his interactive work for Azure Magazine was featured in a product demonstration for Apple’s latest WWDC launch event. He has also won the gold award for his environmental branding of Keilhauer’s NeoCon showroom.

Jordan Poirier

Creative Director

René has greatly contributed to the success of the agency. Having spent over two decades at Concrete Design, he has successfully launched the design firm’s award-winning video production arm that services clients like Holt Renfrew, Film North, Keilhauer, MEC and Perricone. Additionally, he heads the Production Department and oversees IT for the company. René’s passion for video production and editing are evident in the highly engaging video content he continues to create for some of Canada’s most beloved brands.

René Ostetto

Manager of Operations

Aurora leads and manages a wide range of branding projects for client companies such as Perricone MD, Lululemon, Canadian Tire, Shoppers Drug Mart, Dr. Perricone Hydrogen Water, Woodbine Entertainment and the Canadian Red Cross. Previous clients also include Tangerine, McDonalds, Pizza Nova and Unitron.

Aurora previously worked in publishing and in film, and has extensive experience in corporate communications. She holds a master’s degree in Media Studies from Concordia University.

Aurora Ratcliffe

Senior Brand Planner

John came to Concrete with experience as a visual stylist for Holt Renfrew and Jonathan + Olivia, and in public relations for Winners Homesense and Swiss watch brand Rado. At Concrete he has worked with client companies Lida Baday, MEC, BITE Beauty, and Elte, and currently manages projects for Joe Fresh, Loblaws and Shoppers Drug Mart. Concrete’s resident Maritimer, John hails from Moncton, New Brunswick and oversees Concrete’s PR and New Venture initiatives.

John Pichette

Brand Planner

Jonathon is a graduate of the York/Sheridan Bachelor of Design program and started out working with large retail brands and projects while still in school. After working both for agencies and as a freelancer in Toronto, Jonathon joined Concrete. Jonathon is Concrete’s lead designer on Keilhauer and has done work for client companies such as BITE Beauty, Velour Lashes, SiriusXM, Tangerine, Mountain Equipment Co-op, Pfaff Automotive and dipndip. Past clients include The Bay, Nike, Drake General Store, Sport Chek and both the 2010 and 2012 Olympic Games.

Jonathon Yule

Senior Designer

Julia is a graduate of the York/Sheridan Bachelor of Design program.

Straight out of school Julia got her feet wet working both large corporate and retail brands, as well interning at a small art book design studio in Berlin. Outside of studio agency work the last few years she’s also worked on a number of art and cultural projects in Toronto, including Carbon Paper Magazine. In her time at Concrete Julia has worked on Red Earth, Tangerine, BITE Beauty, Elte and Pfaff Automotive.

Julia Troubetskaia

Designer

Since graduating from York/Sheridan’s Bachelor of Design program, Thomas has worked in studio and freelance capacities for clients in consumer, cultural, editorial, and industrial sectors before joining Concrete. Thomas has experience working on projects for client companies such as Capo Capo, BITE Beauty, Perricone MD, Thomas Kosmala, Woodbine Entertainment, the Lavin Agency and the Canadian Red Cross.

Thomas van Ryzewyk

Senior Designer

An honours graduate from York/Sheridan’s joint design program, Julianna began her career in New York before moving to Toronto to join the digital team from Saks Fifth Avenue to launch thebay.com. Prior to coming to Concrete, she worked on projects for clients including Warp Records, Stella McCartney, Roxy, Penguin Publishing, Cushnie Et Ochs, TOP SHOP, and Hudson’s Bay Collections. Julianna works on branding projects for clients such as Loblaws, Shoppers Drug Mart, and Velour Lashes. She the creative director behind Logan’s Look, an Instagram account that features the sartorial stylings of her toy poodle and has been profiled by American Apparel, Mr. Porter, Harpers Bazaar and Grazia Magazine.

Julianna Le

Designer

Before giving in to his innate love of design, Emanuel planned to be a dentist. He graduated from the University of Alberta with a degree in Biological Sciences, but soon after pursued an additional degree from Emily Carr University of Art and Design. From there, Emanuel oversaw design for the boutique retailer gravitypope, and, before coming to Concrete, worked on projects for clients such as Kit and Ace, Greystone Books, the Canadian Aeronautics and Space Institute, and the Metcalf Foundation. At Concrete, he is the lead designer on Perricone MD and Dr. Perricone Hydrogen Water.

Emanuel Ilagan

Designer

Jessica began her career at Fashion Magazine. She has extensive experience in sport and event marketing, as well as retail and food and beverage. At Concrete, Jessica manages branding projects for client companies such as BITE Beauty, Thomas Kosmala, Velour Lashes, Moroccanoil, Bonsai, Pusateri’s, the Lavin Agency, and Tangerine. Jessica holds a BA in Psychology and Political Science from Western University.

Jessica Best

Brand Planner

Matt is a graduate of Simon Fraser University’s Cognitive Science program. Originally from Philadelphia, he has worked on web applications for several large media companies, an airline, the hospitality industry, and academic and non-profit organizations in Vancouver, Honolulu, and Toronto. Prior to Concrete, Matt worked on digital projects for clients such as Island Air, the Toronto Star and the FOX Broadcasting Company.

Matt Crider

Senior Developer

Sarah has over a decade’s experience in accounting for branding and marketing firms. She earned a Bachelor of Commerce degree from Ryerson University in Toronto and holds CPA – CGA accreditations.

Sarah McKerrall

Controller

Originally from Ottawa, Julia is a graduate of Carleton’s Mass Communications program and did an International Communications and Media exchange in Holland at Hogeschool Utrecht as part of her degree. She spent a year living in Madrid prior to moving to Toronto to work in insight and strategy on brands such as Tim Hortons, Air Canada, Mazda, Johnson and Johnson, SickKids, Kids Help Phone, Tourism Toronto and HSBC. At Concrete, Julia manages branding projects for client companies such as Thomas Kosmala, Capo Capo, Red Earth, Keilhauer, and Perricone MD.

Julia Ferrabee

Brand Planner

Originally from Vancouver, Russ studied graphic and web design at the City College of San Francisco and at Humber College in Toronto. He has worked on projects for clients such as Kronenbourg, Airbnb and Nike prior to joining Concrete. At Concrete Russ has done work for Loblaws, Shoppers Drug Mart, Pusateri’s and Janssen. Russ has skateboarded professionally for over a decade.

Russ Milligan

Designer

Originally from Montreal, Matthew moved to Toronto to pursue a degree in Graphic Design from OCAD University, where he graduated with Honours. He is Concrete’s resident designer for Bite Beauty, and works on branding projects for client companies such as Joe Fresh and Canada Goose. Prior to joining Concrete, Matthew worked on projects for Adidas Originals, as well as in print design and typography in the cultural and editorial sectors. Matthew is passionate about urbanism, cities and how people use and move through physical space.

Matthew Sabloff

Designer

Jessica is a graduate of the York University/Sheridan College Joint Program in Design. Before joining Concrete, she spent five years in New York working for clients such as fashion designer Wendy Nichol, French trunk and leather goods maker Goyard, and the French Institute Alliance Française, among others. Jessica has worked on branding projects for Perricone MD, Canadian Tire, Pusateri’s and Queen’s Taste.

Jessica Atkinson

Designer

Amelie came to Canada from France, where she earned a Masters in design and communication from ECV Aix en Provence. She has worked for French publishing house Flammarion, Cité de la mode et du design, and Petit Bateau. Amelie has a special interest in bookbinding, and in motion design. At Concrete, she has worked on projects for client companies such as Shoppers Drug Mart, Loblaws and Perricone MD.

Amelie Lorente

Designer

Jessica has a background in web and digital design for past clients such the Hudson’s Bay and Rogers Communications, where she designed digital issues for Macleans, Chatelaine, Canadian Business and MoneySense. Jessica has worked on branding projects for client companies such as Pusateri’s, Loblaws and Joe Fresh. She holds a Bachelor of Design from York University.

Jessica Johnstone

Designer

Sabrina has been involved in social media and guest coordination for almost every Toronto music festival imaginable, from Arts & Crafts’ Field Trip to Hillside and Wavelength, and Canadian Music Week. She has also managed social media and marketing for Toronto’s Long Winter inter-arts festival. Sabrina holds a bachelor’s degree in Media Production from the Ryerson RTA School of Media.

Sabrina White

Studio Coordinator

Sarah is a graduate of the Claude Watson School for the Arts and York University, where she earned an Honours BA in Communications. She has a background in public relations and fashion distribution. At Concrete, Sarah works with client companies such as Queen’s Taste and Janssen.

Sarah Marangoni

Brand Coordinator

Reed is a graduate of the Etobicoke School of the Arts, where he majored in Contemporary Arts. He has designed a collection for Toronto’s Adrift Skate Shop, and worked on motion design for brands such as Timberland as part of the East Room co-op. This fall, Reed heads to the Hong Kong campus of the Savannah College of Art and Design to study on a full scholarship.

Reed Hollett

Design Intern

Diti Katona is a founding partner of Concrete. As Chief Creative Officer, she is best known for producing elegant and evocative work for the firm’s clients in fashion, retail and luxury goods.

Diti’s creative direction and marketing experience guide the strategy and development of brand campaigns, product packaging, custom publications and visual identities. She also leads the firm’s involvement in startup ventures and business partnerships focused on the development of innovative lifestyle and luxury brands.

Over the years, Diti’s creative work has received numerous awards from juries throughout North America and Europe, including the American Center for Design (Chicago), the American Institute for Graphic Arts (New York), Graphis Design (New York), and British Design and Art Direction (London).

Diti was been awarded two lifetime achievement awards. In 2012, Diti received the prestigious Les Usherwood Award from the Advertising & Design Club of Canada (ADCC) for her contribution to the Canadian creative community. In 2016, Applied Arts magazine honoured Diti with its 30th anniversary Golden AACE Award, for consistently: receiving international accolades; achieving significant business success; being considered a change agent; and having been a mentor or cultivator of emerging talent.

Diti frequently lectures on design topics, serves as a faculty advisor at design schools, and judges international competitions in her field.

John Pylypczak is a founding partner and President of Concrete. John is the ultimate practitioner, every day challenging himself and the Concrete team to reconsider better ways to integrate smart thinking and visual solutions. His ability to seamlessly move across disciplines – he is equally at home as creative director, designer, brand strategist, writer and business marketer – sets the foundation for an agency that does not separate between strong strategy, creative, and healthy business results.

Along with Diti Katona, he leads the firm’s brand communications practice. His work has received extensive recognition in Canada, the U.S., Europe and Asia, and includes awards from the American Center for Design (Chicago), the American Institute for Graphic Arts (New York), Graphis Design (New York), and British Design and Art Direction (London).

John is active as a jury member for design competitions and often serves as an advisor to design schools and other cultural organizations.

John Pylypczak

President 

Clarence currently oversees the development of strategic branding initiatives at Concrete. Leading multi-disciplinary teams for a range of sectors including fashion, retail, and culture ranging from branding and promotions to digital and traditional advertising, he is also part of Concrete’s own strategic leadership team.

Clarence has lead and managed the re-branding of several major Canadian brands including Hudson’s Bay Company, Mountain Equipment Co-op, Canada Goose, and Tangerine Bank.

Previous clients also include McDonalds, Oh! Henry, Nike, and Adidas.

Clarence has over 10 years creating compelling creative and consumer experiences. He holds a bachelor’s degree from the University of Toronto.

A native of Brasília with over 15 years design experience, Letícia has been extensively involved in Concrete’s work for fashion and cosmetics brands for the past decade. She has led teams on several large, ongoing projects for clients such as Holt Renfrew, Lida Baday, and McDonalds. She was creative lead on BITE Beauty from launch, and on long time luxury skincare client Perricone MD’s brand for No Makeup Skincare.

Leticia led Joe Fresh’s redesign and rebrand of Joe Fresh Beauty, accessories and intimates, art directing a new look, new packaging, and new componentry for over 200 SKUs. She has won multiple Graphis awards for design in beauty and fashion, and has served as a judge on various graphic design awards panels.

Letícia Luna

Creative Director 

Brandy oversees the production department at Concrete. She has over a decade of experience in marketing and production, with particular emphasis on luxury goods, retail and the beauty industry. She enjoys working with the creative teams and clients to ultimately bring their design and visions to life.

Having begun her career at Concrete, she rejoined the agency as Director of Production Services in 2012 bringing with her extensive experience gained working for distinguished companies like Holt Renfrew, Christian Dior/LVMH and Schwarzkopf Professional Canada. During her time with these companies, Brandy also developed lucrative retail strategies that helped establish solid relationships with leading retailers in Canada including The Bay, Sephora, and Shoppers Drug Mart. Brandy holds a bachelor’s degree in Fine Arts from the University of Western Ontario.

Jordan came to Concrete directly from the Ontario College of Art and Design over ten years ago. He has spent his time at Concrete working on all aspects of branding and in the process has won numerous design awards throughout North America and Europe. In addition to leading complete redesigns for Mountain Equipment Co-op and Allstream, Jordan has developed packaging for Sapporo and art directed countless photo shoots for clients such as Holt Renfrew and MEC.

His branding work for Film North was published in the Wall Street Journal, while his interactive work for Azure Magazine was featured in a product demonstration for Apple’s latest WWDC launch event. He has also won the gold award for his environmental branding of Keilhauer’s NeoCon showroom.

Jordan Poirier

Creative Director 

René has greatly contributed to the success of the agency. Having spent over two decades at Concrete Design, he has successfully launched the design firm’s award-winning video production arm that services clients like Holt Renfrew, Film North, Keilhauer, MEC and Perricone. Additionally, he heads the Production Department and oversees IT for the company. René’s passion for video production and editing are evident in the highly engaging video content he continues to create for some of Canada’s most beloved brands.

René Ostetto

Manager of Operations 

Aurora leads and manages a wide range of branding projects for client companies such as Perricone MD, Lululemon, Canadian Tire, Shoppers Drug Mart, Dr. Perricone Hydrogen Water, Woodbine Entertainment and the Canadian Red Cross. Previous clients also include Tangerine, McDonalds, Pizza Nova and Unitron.

Aurora previously worked in publishing and in film, and has extensive experience in corporate communications. She holds a master’s degree in Media Studies from Concordia University.

Aurora Ratcliffe

Senior Brand Planner 

John came to Concrete with experience as a visual stylist for Holt Renfrew and Jonathan + Olivia, and in public relations for Winners Homesense and Swiss watch brand Rado. At Concrete he has worked with client companies Lida Baday, MEC, BITE Beauty, and Elte, and currently manages projects for Joe Fresh, Loblaws and Shoppers Drug Mart. Concrete’s resident Maritimer, John hails from Moncton, New Brunswick and oversees Concrete’s PR and New Venture initiatives.

John Pichette

Brand Planner 

Jonathon is a graduate of the York/Sheridan Bachelor of Design program and started out working with large retail brands and projects while still in school. After working both for agencies and as a freelancer in Toronto, Jonathon joined Concrete. Jonathon is Concrete’s lead designer on Keilhauer and has done work for client companies such as BITE Beauty, Velour Lashes, SiriusXM, Tangerine, Mountain Equipment Co-op, Pfaff Automotive and dipndip. Past clients include The Bay, Nike, Drake General Store, Sport Chek and both the 2010 and 2012 Olympic Games.

Jonathon Yule

Senior Designer 

Julia is a graduate of the York/Sheridan Bachelor of Design program.

Straight out of school Julia got her feet wet working both large corporate and retail brands, as well interning at a small art book design studio in Berlin. Outside of studio agency work the last few years she’s also worked on a number of art and cultural projects in Toronto, including Carbon Paper Magazine. In her time at Concrete Julia has worked on Red Earth, Tangerine, BITE Beauty, Elte and Pfaff Automotive.

Julia Troubetskaia

Designer 

Since graduating from York/Sheridan’s Bachelor of Design program, Thomas has worked in studio and freelance capacities for clients in consumer, cultural, editorial, and industrial sectors before joining Concrete. Thomas has experience working on projects for client companies such as Capo Capo, BITE Beauty, Perricone MD, Thomas Kosmala, Woodbine Entertainment, the Lavin Agency and the Canadian Red Cross.

Thomas van Ryzewyk

Senior Designer 

An honours graduate from York/Sheridan’s joint design program, Julianna began her career in New York before moving to Toronto to join the digital team from Saks Fifth Avenue to launch thebay.com. Prior to coming to Concrete, she worked on projects for clients including Warp Records, Stella McCartney, Roxy, Penguin Publishing, Cushnie Et Ochs, TOP SHOP, and Hudson’s Bay Collections. Julianna works on branding projects for clients such as Loblaws, Shoppers Drug Mart, and Velour Lashes. She the creative director behind Logan’s Look, an Instagram account that features the sartorial stylings of her toy poodle and has been profiled by American Apparel, Mr. Porter, Harpers Bazaar and Grazia Magazine.

Julianna Le

Designer 

Before giving in to his innate love of design, Emanuel planned to be a dentist. He graduated from the University of Alberta with a degree in Biological Sciences, but soon after pursued an additional degree from Emily Carr University of Art and Design. From there, Emanuel oversaw design for the boutique retailer gravitypope, and, before coming to Concrete, worked on projects for clients such as Kit and Ace, Greystone Books, the Canadian Aeronautics and Space Institute, and the Metcalf Foundation. At Concrete, he is the lead designer on Perricone MD and Dr. Perricone Hydrogen Water.

Emanuel Ilagan

Designer 

Jessica began her career at Fashion Magazine. She has extensive experience in sport and event marketing, as well as retail and food and beverage. At Concrete, Jessica manages branding projects for client companies such as BITE Beauty, Thomas Kosmala, Velour Lashes, Moroccanoil, Bonsai, Pusateri’s, the Lavin Agency, and Tangerine. Jessica holds a BA in Psychology and Political Science from Western University.

Jessica Best

Brand Planner 

Matt is a graduate of Simon Fraser University’s Cognitive Science program. Originally from Philadelphia, he has worked on web applications for several large media companies, an airline, the hospitality industry, and academic and non-profit organizations in Vancouver, Honolulu, and Toronto. Prior to Concrete, Matt worked on digital projects for clients such as Island Air, the Toronto Star and the FOX Broadcasting Company.

Matt Crider

Senior Developer 

Sarah has over a decade’s experience in accounting for branding and marketing firms. She earned a Bachelor of Commerce degree from Ryerson University in Toronto and holds CPA – CGA accreditations.

Sarah McKerrall

Controller 

Originally from Ottawa, Julia is a graduate of Carleton’s Mass Communications program and did an International Communications and Media exchange in Holland at Hogeschool Utrecht as part of her degree. She spent a year living in Madrid prior to moving to Toronto to work in insight and strategy on brands such as Tim Hortons, Air Canada, Mazda, Johnson and Johnson, SickKids, Kids Help Phone, Tourism Toronto and HSBC. At Concrete, Julia manages branding projects for client companies such as Thomas Kosmala, Capo Capo, Red Earth, Keilhauer, and Perricone MD.

Julia Ferrabee

Brand Planner 

Originally from Vancouver, Russ studied graphic and web design at the City College of San Francisco and at Humber College in Toronto. He has worked on projects for clients such as Kronenbourg, Airbnb and Nike prior to joining Concrete. At Concrete Russ has done work for Loblaws, Shoppers Drug Mart, Pusateri’s and Janssen. Russ has skateboarded professionally for over a decade.

Russ Milligan

Designer 

Originally from Montreal, Matthew moved to Toronto to pursue a degree in Graphic Design from OCAD University, where he graduated with Honours. He is Concrete’s resident designer for Bite Beauty, and works on branding projects for client companies such as Joe Fresh and Canada Goose. Prior to joining Concrete, Matthew worked on projects for Adidas Originals, as well as in print design and typography in the cultural and editorial sectors. Matthew is passionate about urbanism, cities and how people use and move through physical space.

Matthew Sabloff

Designer 

Jessica is a graduate of the York University/Sheridan College Joint Program in Design. Before joining Concrete, she spent five years in New York working for clients such as fashion designer Wendy Nichol, French trunk and leather goods maker Goyard, and the French Institute Alliance Française, among others. Jessica has worked on branding projects for Perricone MD, Canadian Tire, Pusateri’s and Queen’s Taste.

Jessica Atkinson

Designer 

Amelie came to Canada from France, where she earned a Masters in design and communication from ECV Aix en Provence. She has worked for French publishing house Flammarion, Cité de la mode et du design, and Petit Bateau. Amelie has a special interest in bookbinding, and in motion design. At Concrete, she has worked on projects for client companies such as Shoppers Drug Mart, Loblaws and Perricone MD.

Amelie Lorente

Designer 

Jessica has a background in web and digital design for past clients such the Hudson’s Bay and Rogers Communications, where she designed digital issues for Macleans, Chatelaine, Canadian Business and MoneySense. Jessica has worked on branding projects for client companies such as Pusateri’s, Loblaws and Joe Fresh. She holds a Bachelor of Design from York University.

Jessica Johnstone

Designer 

Sabrina has been involved in social media and guest coordination for almost every Toronto music festival imaginable, from Arts & Crafts’ Field Trip to Hillside and Wavelength, and Canadian Music Week. She has also managed social media and marketing for Toronto’s Long Winter inter-arts festival. Sabrina holds a bachelor’s degree in Media Production from the Ryerson RTA School of Media.

Sabrina White

Studio Coordinator 

Sarah is a graduate of the Claude Watson School for the Arts and York University, where she earned an Honours BA in Communications. She has a background in public relations and fashion distribution. At Concrete, Sarah works with client companies such as Queen’s Taste and Janssen.

Sarah Marangoni

Brand Coordinator 

Reed is a graduate of the Etobicoke School of the Arts, where he majored in Contemporary Arts. He has designed a collection for Toronto’s Adrift Skate Shop, and worked on motion design for brands such as Timberland as part of the East Room co-op. This fall, Reed heads to the Hong Kong campus of the Savannah College of Art and Design to study on a full scholarship.

Reed Hollett

Design Intern 
 
 
 

 
 

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