We’re an interdisciplinary team of strategists and creatives.

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.

As a Partner at Entro, with thirty years of design and management experience, in both temporary and permanent environments, Rae tempers her creative approach with thoughtful consideration for a client’s operational and financial concerns. She balances her management style that allows her to quickly see gaps and opportunities with her creative lens which aims for quality and innovation.

Her role as a leader embraces a growth mindset that focuses on transparency, equity and empowerment. Rae’s pursuit of excellence is reflected in design, in process, in communication and in collaboration.

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.

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.

Robert is an accomplished and client-centric Project Director. His familiarity with the creative process, technical systems and software enables him to create achievable project plans that deliver success across all phases. Throughout his 20 years of experience, Robert has directed hundreds of projects from concept development through to design, production, implementation and execution, while optimizing team resources to deliver exceptional results.

As Project Director at Entro’s Toronto office, Robert is able to bring his experiential mindset to the Signage, Wayfinding, Placemaking and Storytelling creative process to ensure that creating the best user experience is the primary goal. Along the way, he builds and maintains trusted relationships with diverse stakeholders, bringing them together to address shared goals.

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.

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.

As an Associate 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.

Anne holds close to 25+ years of experience in the fields of marketing and business development. Since first joining a Toronto based architecture studio in 2011, Anne has been passionate about her work in the design industry. Her professional experience includes working for small to large sized firms which has allowed her to gain tremendous knowledge of best-practices and strategies specific to the industry.

In her role as Business Development Manager, Anne works closely with the team to develop all aspects of marketing and business development at Entro. She brings a hands-on approach to marketing implementation, and a personable approach to business development with a genuine curiosity to better understand people and projects, and to develop new and existing relationships with clients and partners.

Andrew is a Prin­ci­pal and Found­ing Part­ner of Entro, and has been involved in devel­op­ing prod­ucts and creat­ing immer­sive envi­ron­ments since 1985. With a degree in Indus­trial Design and back­ground in Archi­tec­ture, Andrew brings an archi­tec­tural sensi­tiv­ity along with an under­stand­ing of anthro­po­met­rics, mate­ri­als, manu­fac­tur­ing tech­nolo­gies, textures and light­ing to each project. This expe­ri­ence drives Entro’s unique approach to projects and has been key to the inter­na­tional expan­sion and success of the company. Andrew is inter­ested in how we as indi­vid­u­als perceive space, which helps in the under­stand­ing and creation of intu­itive visual and sensory spaces. Andrew believes that design should be founded in research and must respond to measur­able crite­ria to solve a prob­lem and create value. Entro’s long list of awards is testa­ment to this approach.

Andrew is active with many profes­sional asso­ci­a­tions. He is a long-standing Toronto Chap­ter Chair and past board member of the SEGD, and a part of the ACIDO, RGD, and ULI. In an effort to build the design commu­nity and promote a greater aware­ness of Expe­ri­en­tial Graphic Design, Andrew has lectured and writ­ten exten­sively for orga­ni­za­tions and vari­ous design publi­ca­tions.

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.

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.

Based in Vancouver, Cristina holds a professional accreditation with the WELL Building Standard, which focuses on human health and wellness in the built environment. This, combined with her Honours Bachelors Specialization in Psychology and Sociology from Queens University and extensive experience in branding, provides a unique perspective and understanding of how design contributes to overall culture and experience.

In this specialiation of brand and wellbeing, Cristina provides strategic direction for a number of clients as well as facilitating stakeholder engagement in the brand development process and advising clients in carrying out communications strategies. To Cristina, a great brand strategy is one that can guide operational decisions, inspire internal and external champions and make a lasting impression with the public.

As an Associate at Entro, Edmund is a creative leader in experiential design, with over 25 years of experience designing identities, branded environments, interpretive and wayfinding solutions, as well as exhibits around the world that connect people to ideas, messages, or places. His works often feature a high level of integration between 2D and 3D elements, transforming linear messages into experiential statements — inspiring people to engage in meaningful ways.

Edmund is an advocate of accessibility and believes design should be accessible to people of all ages, ability and demography. This design philosophy is reflected in the choice of typography, colour, contrast and message delivery techniques in all of the projects he designs. Edmund is also a co-author of “AccessAbility 2: A Practical Handbook on Accessible Graphic Design”.

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 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.

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).

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.

Jonathan co-leads Entro’s New York office, bringing an extensive client relationship background in his 30+ years of creative, project and team leadership experience. Jonathan’s work crosses all sectors, touching individuals and communities. His expertise in leading complex projects and working collaboratively allows him to guide all scale of projects while maintaining trust amongst client and project teams.

With clear focus on seamless, integrated communication in the built environment, Jonathan works to emphasize the user-experience first and foremost, believing that the ability to connect people to the places they inhabit crosses all senses and specializations.

Jonathan’s passion is the collaborative process, working closely with teams to ensure the most effective and beneficial design and strategy outcomes for every unique project.

Udo brings over 40 years of experience to Entro, specializing in identity development, corporate communications, and signage and wayfinding design. Udo’s unique approach to design problems, fostered by the mentorship of renowned German artist Anton Stankowski, combines artistic and poetic sensibilities to create powerful designs that elevate the everyday experience.

At Entro, Udo has directed the design and development of signage and wayfinding programs for an impressive list of national and international clients and developed a number of corporate identity programs. Udo’s immense talent has garnered a long list of industry awards.

In 2017 he was nominated and elected to become a member of the Royal Canadian Academy of Arts, and in 2019, he became a member of the DIAC (Design Industry Advisory Committee).

As Creative Director, Eileen will be responsible for the design and creative concepts. She will direct the design team, and will work closely with the design team in the development of design assets that effectively reflect the key themes.

As Principal Creative Director at Entro, Eileen strives to create thoughtfully executed communications programs and branded environments that inspire and engage users of those spaces.

Eileen joins Entro with 20 years of experience. From mission-driven museum and cultural institutions to media brands and cutting-edge research pharmaceutical clients, her design leadership has pushed teams to create seamless user experiences and unified brand impressions.

With rapidly changing client needs and priorities, Eileen prides herself on her ability to stay flexible and nimble. Over the course of her career, she has executed a number of award-winning projects and earned the trust of several prestigious clients.

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.

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, Graphic, 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.

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).