logic reframed
driving breakthrough


We believe in discomfort and the idea of crossing boundaries to expand your perspective on opportunities for growth.

A mind once stretched never regains its original shape. TO FIND THE ANSWER, we sometimes need to REFRAME THE PROBLEM.

Organizations and individuals are often limited by their own understanding of true potential. ReFrame Logic specializes in unconventional thinking, reframing questions in order to cross boundaries and connect seemingly disconnected ideas, people and opportunities, thus framing with clarity a new and expanded perspective for growth. This often includes ecosystem auditing and design, whereby we identify gaps and work with you side-by-side to bridge and establish new paths to purposeful revenue generation.




(416) 554-3749

88 Colgate Ave.
Toronto ON
M4M 0A6



Imagine a strategy for your brand that connects holistically to your DNA while tapping into a consumer insight that addresses a human need and bridges a real market gap. Our discovery and articulation efforts are intended to build a relevant and single-minded narrative to give your brand the edge and authentic expression it deserves. 

“The whole idea of authenticity means saying and doing the things you actually believe, that’s what it means. The relationship that someone has with a brand, is the same as a relationship that someone has with a person”.

Simon Sinek
author, Start with Why

Culture represents everything about an organization that brings a brand promise to life. The potential disconnect between promise and delivery can be a destructive force that erodes trust with internal and external stakeholders alike. We assess, diagnose and help design organizational cultures capable of surpassing stakeholder expectations in order to build loyalty for the long run.

“I came to see, in my time at IBM, that culture isn't just one aspect of the game, it is the game. In the end, an organization is nothing more than the collective capacity of its people to create value”.

Louis V. Gerstner, Jr. 
Former CEO of IBM

Breaking through conventional thinking requires a willingness to redefine the status quo. Innovation often flourishes in the context of scarcity and limited resources, where a business edge starves for an opportunity to survive and thrive. We work with our clients to identify this edge, establish a venture mindset and provide just the right amount of direction and support to nurture breakthrough ideas and exponential growth.

“The rule used to be that you’d reinvent yourself once every 7 to 10 years. Now it’s every 2 to 3 years”.

Indra Nooyi
CEO, PepsiCo

Giving your business an edge doesn’t rely entirely on your product offer. In today’s  hyper connected world, ecosystems  transform traditional industry boundaries and strategic partnerships can make the difference between gradual, linear growth and exponential outburst. We help organizations source and secure unlikely partners towards the creation of collaborative ecosystems capable of creating significant incremental value for all involved.  

“No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a team”.

Reid Hoffman
Co-founder, LinkedIn

How accurately others perceive you depends in large part on asking the right questions. Beyond awareness, consideration and sentiment, loyalty often emerges in the absence of a see-do gap, when organizations walk their talk. We work with our clients to identify the perception gap and endeavour to close it with initiatives that tell authentic stories and address a communication mismatch. 

“Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust”.

Richard Branson
Founder, Virgin Group

To thrive in the age of disruption requires a healthy and robust acquisition pipeline at all times. Fuelling it in turn relies on a brand’s ability to attract new customers with the right message, at the right time and in the right place. We work with our clients to nurture leads and drive conversion by leveraging time-specific messaging architectures and multilayer adaptable communication plans.

“We need to be ahead of the curve… if we see ourselves falling behind global trends, we know we are in trouble”.

Randall Stephenson


The key to success is to risk thinking unconventional thoughts. Convention is the enemy of progress.
— Trevor Baylis, inventor