A Bold Vision for Integrated Design

Marawan El-Asfahani led the strategic merger of three dynamic Toronto-based agencies to form Jacknife, a unified design and branding powerhouse. The goal was to bring together complementary skill sets under one banner, offering clients a seamless, integrated approach to brand building.

The Challenge
Before Jacknife, each agency had its own distinct strengths—brand identity, industrial design, and digital strategy. However, operating as separate entities presented limitations in scaling and delivering fully integrated solutions. Clients were increasingly looking for holistic brand experiences that spanned multiple touchpoints, from identity development to experiential marketing and product design. The fragmented nature of our offerings meant opportunities were being left on the table.

The Solution
Understanding the power of unity, Marawan led and facilitated conversations around merging the three firms into a single entity that could provide end-to-end creative solutions. Rather than a traditional agency acquisition, the vision was to create something entirely new—a brand that embodied the combined strengths of its founding firms while embracing a fresh, innovative approach to creative problem-solving.

The new agency, Jacknife, was built on the principle of flexibility and adaptability, aligning with modern brands that require agility in an ever-changing marketplace. By consolidating their expertise, Marawan positioned Jacknife as a go-to partner for companies looking for comprehensive brand development, from strategy and design to production and activation.

Execution
The transition required thoughtful planning to ensure a smooth integration of teams, processes, and client relationships. The approach focused on:

Branding & Positioning: Developing a new identity for Jacknife that reflected the agency’s collective strengths.
Cultural Integration: Creating a shared vision and values system that unified employees from the merging firms.
Operational Streamlining: Establishing new workflows and collaborative structures to enhance efficiency.
Client Engagement: Ensuring transparency and continuity in service quality while introducing an expanded suite of capabilities.

The Results
Jacknife launched with a clear and compelling vision, instantly making an impact in the industry. The agency’s unique positioning—offering integrated design solutions with an entrepreneurial mindset—resonated with both existing and new clients. The merger enabled Jacknife to:

• Expand their service offerings, allowing for deeper engagements with clients.
• Attract top-tier talent looking for a multidisciplinary creative environment.
• Build a strong, recognizable brand that stood apart in the marketplace.

As Jacknife continued to evolve, it became a testament to the power of strategic collaboration. The agency was not just a sum of its parts but an entirely new force in the creative industry.

The creation of Jacknife reinforced the importance of adaptability and visionary thinking in the agency world. By breaking down silos and fostering a multidisciplinary approach, Jacknife built an agency capable of tackling complex brand challenges with agility and expertise. This case study serves as a model for how Bobby Sugar can future-proof creative businesses through strategic collaboration and bold reinvention.