Entro is an interdisciplinary team of strategists and creatives.

Basima Roshan is a finance executive currently holding the role of Chief Operating Officer at Entro. Previously, she held the position of CFO at a cleantech startup, Evoco Ltd, where she oversaw financial operations and business expansion.

Before joining Entro, she worked as a management consultant and financial advisor for numerous companies across Canada in the AEC industry. In this role, she provided strategic advice on financial management, talent management, organization design, and strategic planning.

Additionally, Basima has an extensive background in working with Fortune-500 companies, where she planned and managed cross-functional business operations and complex internal integration projects.

Outside of her work at Entro, she holds the position of Treasurer at Aboriginal Legal Services, is a member of the United Way Finance and Audit Committee, and serves as a board member at Playgroundbuilders.org. Her educational background includes a Bachelor of Commerce degree, Human Resource Certification, a Masters of Business Administration, and a CPA designation.

John Campanella is CEO of Entro. His leadership across real estate, education, hospitality, healthcare, and professional sports provides a powerful lens for creating enriched experiences, building brand affinity, and inspiring meaningful engagement.

John is known as a business strategist, thought leader, and performance instigator. Prior to joining Entro, he served as Chief Operating Officer for Knightsbridge Park, a luxury real estate digital marketing firm representing over $15 billion in properties. He also was CEO of 160over90, a branding and marketing services agency, which he sold to Endeavor, the global entertainment and cultural powerhouse now known as WME Group.

He has worked across many iconic and Fortune Global 500 brands, including Samsung, Coca Cola, Kraft, the Philadelphia Eagles, the University of Virginia, Jefferson Health, and Marriott International. John is also passionate about philanthropy, having served on the boards of Teach for America NY and the Brooklyn Youth Chorus—as well as being a founding member of Gaingels, an LGBTQIA+ venture capital group with $900M invested since 2019.

John’s involvement in real estate marketing, global brand leadership, and philanthropy contributes to his leadership philosophy in integrating business performance and social change, which has been integral to Entro since the company’s establishment in 1990.

John is a graduate of NYU’s Stern School of Business and lives in Manhattan with his son, Thomas, and their Hungarian Vizsla, Charlie.

As Chief Creative Officer, Tura oversees Entro’s creative strategy and vision across all studios, ensuring the continued delivery of thoughtful, innovative, and meaningful solutions for clients worldwide. He plays a key role in fostering a culture of design excellence and collaboration within the firm.

Tura is widely recognized for advancing the intersection of design, strategy, and storytelling through impactful, large-scale projects, Tura has also been the curator of the Canada Pavilion at the 2018 London Design Biennale, a member of the Presidential Design Awards Jury in Singapore in 2017, and a juror for the 2019 Florence Design Biennale. He has served on the design faculty of Designskolen Kolding, the University of California, and Columbia University, and has lectured at universities and conferences worldwide. He appeared as a commentator in the 2017 documentary “Design Canada.”

Hunter is a graduate of the Harvard University Graduate School of Design, where he completed his thesis under the direction of Rem Koolhaas; he also holds a BA from Haverford College in the Growth and Structure of Cities. Tura serves on the Alumni Council for the Harvard University Graduate School of Design and has previously served on the Design Council for IE Business School in Madrid and on the Board of Trustees at the Van Alen Institute in New York.

Anna Crider has over 20 years of industry experience designing for the built environment. As a Partner at Entro, Anna provides leadership across creative direction, project management, and business development.

Anna thrives on complex projects that require fostering consensus among diverse teams. She specializes in simplifying information and environments for easy navigation, leading research and engagement, and designing customized, inclusive solutions. This passion is exemplified through her leadership in the development of Communications and Wayfinding Master Plans and Standards Manuals for esteemed clients, including the Southeastern Transportation Authority (SEPTA) Metro and NYU Langone Health. Her expertise extends beyond the built environment, as she has also designed reports and microsites for clients including Bloomberg L.P., and award-winning brand identities for clients including Powerhouse Arts.

Since 2016, Anna has served on the Board of Directors of the Society for Experiential Graphic Design (SEGD) and was Board President, 2020-2021.

Wayne is a Principal and Founding Partner of Entro Communications, an experiential design firm with a specialty in wayfinding and signage. Over the past 28 years he has employed his unique understanding of aviation and transit systems to direct a wide range of large-scale wayfinding and corporate identity programs for major airports, transit systems, cultural sites and entertainment facilities. His logistical approach to planning, design and fabrication ensures that projects are delivered within an efficient budget and timeline, while also being distinctive, fresh and functional.

Committed to advancing the field of experiential graphic design, Wayne has lectured extensively throughout North America and Europe on signage and wayfinding and is the past president of the RGD (Association of Registered Graphic Designers) and SEGD (Society for Experiential Graphic

Design).

He has also been integral to accessibility and design projects for the with several standards councils. He has spoken at a number of conferences on transportation wayfinding, receiving high praise from the design community as a leader in the transportation industry. Wayne has also received awards from the RGD, SEGD, Communication Arts Magazine, Applied Arts Magazine and the National Post Design Exchange.

Vincent has an exceptional understanding of public realm design having overseen a number of projects that include parks, open spaces, waterfronts, public transportation systems, transportation infrastructure, civic buildings and institutions. As Partner at Entro, Vincent is a proponent for the importance of a connected public realm, where people can move efficiently from Point A to Point B without missing the experiences in between.

A highly proficient and motivated leader, Vincent has applied his expertise to a number of large-scale transportation projects such as Toronto Pearson International Airport, Union-Pearson Air Rail Link, the Eglinton Crosstown, Metrolinx/GO Transit and OC Transpo, among others.

Vincent’s knowledge of project management, engineering technology, and design coordination makes
him an ideal leader and collaborator who values crossdiscipline coordination and integration. He has extensive experience managing projects through all phases, including schematic design, design development, technical documentation and contract administration/site supervision.

Rob is a Principal and an accomplished Project Director based out of Entro’s Toronto office. Throughout his 25 years in the experience design industry, Rob has directed hundreds of projects from concept development through to design, production, and implementation, while optimizing team resources to deliver exceptional results. He is able to bring his experiential mindset to the wayfinding, placemaking and storytelling creative process to ensure that creating exceptional user experiences is the primary goal. Along the way, Rob builds and maintains trusted relationships with clients and diverse stakeholders, bringing them together to address shared goals. He works across diverse sectors including workplace, public realm, academic, healthcare, and aviation, where he specializes in developing new wayfinding accessibility tools and processes that go above and beyond current standards.

As Principal and one of the leaders in Entro’s Toronto Studio, Rob plays a key role in the growth and culture of the studio. He also plays a major role in company management, global project management, and business development. Rob is a strong advocate that a collaborative creative process can produce fundamentally impactful experiences.

Rob is a personable business development leader with over 13 years of experience in the AEC industry. He combines this experience with strategic business acumen to build trust, understand complex client needs, and identify meaningful design engagements and partnerships.

Based in Vancouver, Rob leads Entro’s business development for the West Coast of Canada and the United States. Rob collaborates with architects, engineers, developers, and institutional partners to identify how design can generate value and contribute to their vision. His strength in cultivating long-term partnerships and developing go-to-market strategies supports Entro’s position as a trusted leader in experience design.

Trained as a graphic designer at OCAD University, Rob has evolved into a key connector—bridging the aspirations of clients with the creative capabilities of Entro’s design team. His approach is defined by professionalism and a deep understanding of how thoughtful design impacts people, the built environment, and institutions.

Rob is passionate about advancing sustainable practices, fostering industry innovation, and championing client success across all project phases.

As a Partner at Entro, Gord has a wealth of experience developing signage and wayfinding programs for a wide variety of clients and venues.

Over his decades-long career, Gord has managed diverse assignments including healthcare, airports, integrated resorts, sports and entertainment venues, municipal and civic projects. His sensitivity to the scale of projects and collaborative approach to working with the client and project team is further enhanced by his care and meticulous attention to detail.

Throughout each project Gord works closely with clients and stakeholders to ensure that project expectations are not only met, but always exceeded. His collaborative approach, and strategic insight guarantee a tailored and effective solution every time.

Russell brings deep experience working with organizations across a range of design disciplines—including architecture, engineering, industrial design, and graphic design—helping them clarify their brand vision and achieve goals related to growth, culture, and impact. Through this work, he has developed a strong appreciation for how design can create value for individuals, communities, and the physical, digital and interpersonal spaces they engage with. He is passionate about identifying bold, creative design opportunities that allow Entro’s team members to fully engage their strategic and artistic talents.

Russell is known for his warm, generous presence and his ability for making meaningful connections—between people, ideas, and organizations. He is an alumnus of ULI Toronto’s Curtner Urban Leadership Program, a Past-President of SMPS Ontario, and Chair of the Museum of Architecture’s Associate Leadership Series. He is also the founder of Pride Talks and remains active in numerous professional networks focused on advancing the industry.

Russell holds a Master of Business Administration, a Bachelor of Interdisciplinary Leadership, and additional certifications in leadership and inclusion. He also completed a social procurement course for architects through the London School of Architecture.

Michelle brings over 20 years of design experience to the team, specializing in signage and wayfinding systems, donor recognition and interpretive graphics. Michelle has a facility for organizing content and communicating complex messages and ideas. Her careful attention to detail in conjunction with her cheerful approach has delighted her clients.

She has a thorough understanding of all project stages from concept design through to installation, and is fully conversant with all ADA regulations as well as the Principles of Universal Design.

To Michelle, accessibility is an important focus when it comes to creating spaces and her philosophy is based on the idea that “there is a spectrum of ability, not finite categories of disability.

As Principal at Entro, Edmund inspires creative teams to connect the thread between creativity, functionality, and storytelling, unlocking the possibilities for projects across all sectors. He has over two decades of experience designing identities, branded environments, wayfinding solutions, and exhibits around the world.

Edmund is passionate about design; he pushes the boundaries of creativity to develop unique and unexpected solutions that are sensitive to the cultural and historical context of each project. His work often features a high level of integration between 2D and 3D elements, transforming linear messages into experiential statements. Edmund is an advocate of accessibility and believes design should be accessible to people of all ages, abilities, and demographics. This philosophy is reflected in his choice of typography, colour, contrast, and message delivery techniques. Edmund is a co-author of AccessAbility 2: A Practical Handbook on Accessible Graphic Design.

Outside of Entro, Edmund serves as a member of the Program Advisory Committee for Centennial College’s Museum & Cultural Management Program and the Professional Advisory Council of Sheridan’s Experiential Design Program; he is a past member of the Markham Museum Board.

As the Research and Development Lead at Entro, Vedran’s work sits at the intersection of cognitive neuroscience and environmental design. In other words, he explores – and measures – how the physical environment shapes how we think, feel, and behave. Dr. Dzebic’s expertise ranges from the study of visual complexity within urban environments, to biophilic design, to the role of emerging technologies in shaping how we think about our surroundings.

Vedran is currently developing an automated tool that through computer vision and machine learning predicts user experience within an environment providing the foundation needed to validate design decisions. Vedran has presented his research through numerous international platforms, including the Academy of Neuroscience for Architecture, the Environmental Design Research Association, The Biennial Conference on Environmental Psychology and Intelligent Buildings International. His article ‘Friend or Foe? Technology and Our Experience of the Built Environment’ was recently published in Applied Arts magazine.

Jacqueline, a seasoned Creative Director and Studio Director at Entro’s Toronto Office, brings over two decades of diverse design expertise.

With a deep enthusiasm for creative problem-solving, she challenges norms and champions the unexpected. Her passion lies in crafting rich, layered experiences that unveil meaningful narratives for brands, their spaces and their clients.

Her projects demonstrate a careful blend of research, innovation and best-practice that is foundational to Jacqueline’s approach to design. Jacqueline is also the driving force behind Entro’s mentorship and Peer Training program, a testament to her dedication to knowledge sharing and fostering the team’s growth.

As Project Director at Entro, Nima’s passion towards design within the built environment stems from understanding psychology and the means to be able to connect with the end user. By combining her strong knowledge of design with the commercial acumen she’s acquired over the years, she is able to ensure the delivery of successful programs to clients and is a valuable asset to the Entro team. Nima’s attention to detail with the logistics of projects ensures targets and deadlines are met with the highest standards. 

Previous to her Experiential Graphic Design (EGD) work experience, Nima was a registered Architect in India working on projects ranging from Residential to Educational to Commercial.

Jessica’s expertise lies in overseeing complex signage and wayfinding systems’ development, design, and implementation. A strategic thinker at heart, Jessica has a unique ability to problem solve on the fly, developing quick, creative, and innovative solutions to complex design challenges. Her demonstrated ability to efficiently budget, manage, and quality control projects large and small has led to excellent relationships with clients and teams.

Throughout her career, her work has touched many national and international sectors, including the SEPTA Metro Wayfinding Master Plan and its ongoing implementation, Covenant House NY, the Upper Perkiomen Valley Regional Wayfinding Program, and more.

Jessica has been recognized with awards from various organizations including the Society for Experiential Graphic Design, Graphis, Graphic Design USA, and NYCxDesign. In addition to her work at Entro, Jessica represents the Society for Experiential Graphic Design (SEGD) on the International Code Council’s A117 Standards Committee, which is currently developing the next update of the A117.1 Federal Accessibility Standards.

As a Project Director and Studio Director at Entro’s New York Office, Alyssa brings a wide range of valuable project management and client services experience to the team. Prior to joining Entro, Alyssa worked in various graphic design firms and in-house corporate marketing and communications departments, where her professionalism and practical approach to complex projects have created positive client interactions and successful outcomes.

Throughout her 30-year career, Alyssa has directed both large- and small-scale projects from conception to close-out. She tracks and controls project budgets for both the client and internal reporting and articulates necessary requirements. Employing long and short-term planning, realistic scheduling, and thorough documentation, Alyssa readily performs all tasks with detail and acumen. From regular client communications to maintaining project schedules, Alyssa helps keep all elements moving forward with skill and perseverance.

As an Associate  and Techical Director at Entro, Aleks’ primary focus is on inter-disciplinary design placemaking, wayfinding and master planning for public and private clients, institutions, cultural and retail venues. Aleks brings a unique perspective and a comprehensive knowledge of many aspects of design, fabrication, and architectural integration.

Aleks has a background in architectural design and has been a key contributor to many prestigious projects combining media, technology, and architecture. In addition to interdisciplinary design projects, Aleks has augmented his portfolio with hands-on experience, including: interior and millwork design; equipment and furniture fit-outs; seating and signage design, street furniture programs and various industrial design projects.

Aleks holds a bachelor degree in Architecture from the University of Toronto, with his final thesis encompassing the relationships between media and information, the public realm, and the people who inhabit it.

As a Studio Director for Entro’s Calgary Office, Valerie comes to Entro with over 15 years of direct industry experience, leading teams for implementation, research and development in a matrix environment across multiple disciplines. Her varied experience managing the logistics and implementation of large-scale, unique projects showcases her tenacity and client commitment.

Valerie has consulted on esteemed projects with architects, industrial designers and fabricators for best approach KPIs, fit and form to the interior and exterior finishes with refined elegance. Her understanding of signage technicalities and materialities, as well as her ability to work with end result details in mind, have garnished her accolades from her network at all levels.

Monika has over a decade of experience in the design industry. Throughout her time at Entro, her design work has led to successes across multiple sectors including civic and community spaces, transportation systems, and corporate environments. She has experience with branding and logo design, signage and wayfinding, and environmental graphics. No matter the project, Monika takes a holistic approach to design, always considering her client’s objectives and the project’s potential functions to create innovative yet appropriate solutions.

Monika’s work has won several awards over the course of her career, the most recent of which includes recognition for her contribution to the Winter Park Library and Events Center in 2022.

Monika currently serves as Co-Chapter Chair for the Toronto Chapter of the Society for Experiential Graphic Design (SEGD).

Kevin joined Entro with 8 years of experience within the design industry. His focus is on design excellence and strategic thinking for complex wayfinding and placemaking systems.

Prior to joining Entro, Kevin worked with several leading design firms, most recently at Two Twelve where he served as Senior Designer on comprehensive wayfinding and communication systems for premier healthcare institutions including: NYU Langone Health, Penn Medicine’s Hospital of the University of Pennsylvania, and The Queen’s Medical Center in Honolulu, Hawaii.

Kevin holds a Bachelor of Science Degree in Design from the University of Cincinnati, College of Design, Architecture, Art, and Planning (DAAP).