Peter has had more than 22 years of experience in brand strategy, brand architecture, and design. He has held a variety of senior positions in Montreal and Toronto: Principal at Peter Drummond Consulting, VP & GM at Identica Branding & Design, Managing Director at Nucleus Core Strategic Properties, and Senior Strategist at Axion Inc.
He created and launched LEVEL5 with David Kincaid and understands and thrives in both the French and English Canadian markets. Successful track record of transforming organizations to deliver on the brand strategy. Peter is a frequent lecturer at the Rotman School of Management (University of Toronto).
“VCU was a great experience for me on many levels. First of all, spending four years in a great small city (in the south) full of culture, history and the access to large cities like NYC and Washington added the required edge, vibrancy and big city perspectives. The program at VCU was was well balanced to provide the platform / enviroment to be creative and explore individual interests with the rigor of the academics or the practical content classes that provided insights on acting as a “consultant” or learning the legal aspects of running a design practice (The Design Center). The professors cared about the students and provided a wonderful learning environment, especially with the mentoring and individual projects. They truly challenged my thinking or guided me to new places. They pushed me to make new and different choices that I would not have considered before — helping grow as designer and thinker. Overall VCU’s CAD program is a well balanced program that provided al lot of different opportunities for me to explore, grow refine. As a brand strategist we work on helping companies link their brand to their business system. When it comes to implementing the brand from the marketing perspective (store design, marketing communications, identity, etc), the training from my studying at VCU helped me understand the realities and issues of bringing strategy to life more effectively and on brand!!”