DESIGN BLOG
Thoughts
&
Musings
Arash Shokoofi
Transit Wayfinding Designer
Transit Wayfinding Designer
Who I am: Growing up in a family of architects, creativity, design, and the built environment have always been part of my world. Architecture quickly became more than just a profession—it became a lifelong passion. Over the years, I’ve developed a deep appreciation for thoughtful, sustainable design and the impact it has on people’s lives. I find joy in problem-solving, collaboration, and discovering the stories behind each project. I value authenticity, and I’m always eager to learn something new—whether from clients, colleagues, or the spaces we shape together.
What I do: I am an architect and project manager with extensive experience across a wide range of building types—from commercial and residential developments to transit and industrial facilities. My work spans every phase of the architectural process, including design, technical documentation, permitting, and client communication. I specialize in creating functional, code-compliant, and sustainable solutions that respond to client needs while maintaining a high standard of design excellence. I enjoy leading projects, supporting teams, and contributing to environments that serve communities and stand the test of time.
Majid Abbasi
Branding and Environmental Designer
Branding and Environmental Designer
Who I Am: I started out drawing, then I explored design, architecture, and music to see which path resonated with me. I've been immersed in music since my teenage years and eventually chose design as my professional career. The most thrilling moment for me in a design project is the ‘coda,’ when the development of the idea is finalized. Outside of work, I love traveling, climbing, and, of course, listening to music.
What I Do: I am a graphic designer and have been a member of the Alliance Graphique Internationale (AGI) since 2009. With over twenty years of experience, I see design not merely as an end goal, but as an ongoing, creative process. I thrive on drawing inspiration from my surroundings, preferring to listen, observe, experience, and learn more than I speak. My passion lies in empowering clients by comprehending their needs through captivating visuals, be it crafting a distinctive visual identity, designing immersive environments, or creating compelling digital experiences.
Cody Foo
Customer Experience Designer
Customer Experience Designer
Who I am: From a young age, I always liked to share fun facts and interesting tidbits. This passion for knowledge kickstarted my career in the design industry, as it fosters creativity and the research that I love.
After bouncing around multiple design paths in architecture, graphic design, rendering, and landing in user experience, I have developed a well-rounded view of the world that I employ when working.
In my free time I enjoy staying active through sports (like tennis or curling), playing video games, or taking care of my 50+ houseplants.
What I do: At DEXD, we have an underlying goal of combining architecture and graphic design with good UX practices in order to build a more pleasant and intuitive world, both digitally and physically.
As a Toronto-based user experience designer with a passion for creating meaningful experiences, it is fulfilling to work on large-scale infrastructure projects as we understand the importance of customer input and holistic design.
I enjoy putting my knowledge of UX design and research to work by building customer journey maps, conducting user interviews, and developing research strategies.
Mark Francis
Customer experience Elements Designer
Customer Experience Elements Designer
Who I Am: Born and raised in the Greater Toronto Area, I grew up cultivating a need to analyze and respond to the world around me: drawing, painting, designing, musical instruments, world geography, meteorology, and physics were all strong passions. An avid explorer, I also frequently enjoy traveling, camping, hiking, canoeing, and riding my bike through Toronto’s beautiful ravines and 240+ neighborhoods. Growing up in a typically mixed Torontonian household (Jamaican, Dutch, Grenadian, Scottish), and with experiences living and working in Morocco, Spain, Japan, Brazil, and British Columbia, I have acquired a broad perspective on the range of built environments globally. These experiences recently led me to a postgraduate degree in 3D-printing architecture at IAAC, and previously a Master of Architecture at UBC and a BFA in visual arts at York University.
What I Do: My 10-year architecture and design career has primarily been influenced by informal urbanism, seeking to legitimize alternative modes of urban and social structure through the built environment, wherever possible. This approach towards urbanism strives to bring about more individual spatial agency to the practice of place-making. Previously, I designed and installed large interactive sculptures around the world with the LASG studio, and currently, I am engaged in research to develop a 3d-printed building system that facilitates user-generated place-making. At DEXD I am creating human-centered spaces within large-scale experiential design projects. In this role I am able to leverage my passions for digital fabrication and place-making in the service of customer-experience design, creating psychologically resonant, successful public spaces.
Bianca Weeko Martin
Place Making & Art Researcher
Place Making & Art Researcher
Who I am: I like to combine ancestral knowledge with contemporary dissemination to create beautiful narratives and works of art. I try to exist beyond theory and find meaningful forms of praxis in my everyday approach to life and friendship. I strive to make learning an embodied process, and architectural heritage a more inclusive practice.
What I do: I have an unconventional background in the arts having previously worked in the curatorial department of the Art Gallery of Ontario, and maintaining my own active drawing practice that translates to both physical artifact and engagement opportunities. With my training in architecture, I have interned in firms and studios in New York City, Mexico City, and Melbourne, and have authored and co-edited books. I love Toronto and am committed to putting my passion for this city towards equitable and tasteful development wherever possible. In my collaborations with DEXD, I mobilize my love for research within projects focused on public infrastructure and amenities, as well as learning from talented mentors and colleagues around me.
Matt Ziyaee
Technical Advisor
Technical Advisor
Who I Am: I am organized, focused, and I can always find a solution, that is why my daughter calls me "daddy the figure-outer!" I am in charge of finishing the project with the best technical solution. When I am not working, I enjoy skiing with my family, making wood furniture in our shed and listening to my favorite music.
What I Do: I am an architect with over 18 years of experience. I know how to assemble complex buildings and can analyze the process of design to organize and lead the team to execute the project on time and budget. With my strong problem-solving skills, I am eager to help develop creative solutions when challenges arise. My experience in construction and design comes from a variety of award-winning, complex international projects in North America, Europe, Middle East, and the Far East where good design and construction quality matter.
David Schellinger
Customer Journey Mapping Advisor
Customer Journey Mapping Advisor
Who I Am: An insatiable reader, it is only normal that I find myself a story-telling profession. You will normally find me sketching out new ideas based on the projects at hand or just something I am hearing spoken at the moment. (Currently, I am on sketchbook number 65...). I have a green thumb when it comes to both gardening and planting the seed of a story in all my projects, which I can see grow and evolve over time.
What I Do: I am a recovering architect, focusing on branding and story-telling in the built environment. My approach is based on empathy with the user of the spaces we build, understanding how materials, colors, light, patterns, etc. can enhance the user perception not only of the space, but who they are because of their built surroundings.
CG Tower
Public art at the heart of the Vaughan Metropolitan Centre.
Expo City CG Tower Public Art
Photo courtesy of BDP Quadrangle
Client: Cortel Group
Design Team: Karen Zwart Hielema, Gelare Danaie, Daniel Puppin,
Prime Architect: BDP Quadrangle, DTAH Landscape Architect
Project Completion: On-going
Summer 2022
Artist Team Alan Tregebov and Joanne Heinen have been mentoring Kha Den De (Lera) during part of the design process for the new public artwork at CG Tower. were selected to provide a public artwork for the CG Tower site as part of the City of Vaughan Public Art Program. Previous works includes Street Light, and The Poet, The Fever Hospital together with the late artist Bernie Miller.
CG Tower main floor looking out to sculpture location. From l-r, Peter Cortelluci, (Cortel Group), Alan Tregebov (artist team), Lera (artist mentee)
Fall 2021
A new piece of public art is coming to the heart of the Vaughan Metropolitan Centre. Located near the intersection of Highway 7 and Jane Street, this piece will tell a story of transformation and speak to the unique identity and history of the Expo City neighbourhood. The artwork will be at CG Tower, the fifth and final element of Expo City by Cortel Group. The site overlooks Edgeley Pond and Park and provides an exceptional opportunity to elevate the public realm at a gateway entrance to the largest urban park for the new downtown. Stay tuned as this story unfolds!
Under Construction, Fall 2024
GTAA Landside Security Mitigation Signage and Wayfinding Project
GTAA Landside Security Mitigation Signage and Wayfinding Project
Client: GTAA Toronto Pearson
Prime Consultant: Arup Cananda Inc.
Sept-Iles Airport
Airport as a Community Space
Airport as Community Space - A Meeting Point Between Two Cultures
Project: Sept-IIes Airport - Sept-IIes, Quebec.
Client: Public Works and Governmental Services Canada (PWGSC)
Design Team: Gelare Danaie, Pedro Andrade, Matt Ziyaee
Consultant Team: Stantec Engineering
Size: 65,440 square feet (6,080 sqm)
Project Completion: 2019
With a change in passenger numbers and airline traffic, it was necessary for the Sept-Îles Airport to rethink the demands which resulted in infrastructure upgrades as well as improvements that enhanced the customer passenger experience. Operating on the northern shore of the St. Lawrence River, Sept-Îles Airport is located a short distance from the main city of Sept-Îles.
The city is home to over 25,000 residents, consisting of both a proud and growing Innu and European community. As a significant meeting point, these two distinct cultures formed the inspiration for the narrative of the design concept.
Critical to the vision of the project, was the importance of enhancing the customer experience along the journey. Developing intuitive wayfinding and implementing strategic decision making points were mapped along the entire customer journey for both arriving and departing passengers.
Each interaction along the customer journey, from check-in, baggage drop, security gates, baggage pickup, and curbside pickup were carefully explored with various stakeholders and user groups. For each step of the process, the goal was to create a clean and uncluttered environment where passengers are able to easily navigate their way, with clear sightlines and minimum use of textual language.
The reliance of merging infographics and art helped reinforce and convey the concept of a "meeting point between two cultures."
Supporting the airport requirements as a community and meeting destination, the team implemented a multifunctional hall on the second level for the purposes of hosting cultural events and community gatherings in a unique setting.
Other enhancements including fostering connections between the interior and exterior were explored, where access to daylight and views benefited a customer’s orientation and well-being. These improved connections created more opportunities for passengers to view the apron activity and beyond, creating unique and memorable experiences.
Air Canada Cargo
Branded Environments
Branded Environments
Project: Air Canada Cargo CHIP, Head Offices – Mississauga, Ontario
Client: Air Canada Corporate Real Estate (CRE)
Design Team: Gelare Danaie, Greg Parsons, Matt Ziyaee, and Pedro Andrade
Consultant Team: Quasar Engineering
Size: 43,227 square feet (4,016sqm)
Estimated Completion: In progress / 2021
The DEXD team was awarded to redesign the existing Air Canada Cargo CHIP head offices located at Toronto’s Pearson International Airport. Located on the third level of the main Air Canada Cargo building, the overarching goal was to consolidate and create an open and collaborative workplace environment with flexible meeting spaces maximizing efficiencies.
Early engagement sessions with our client and the various stakeholders included establishing and finalizing programming requirements, facilitating user group meetings, leading design charrettes, while managing project delivery and timelines. Early engagement with our Engineers was helpful in establishing extent of work and potential impacts to both schedule and construction budgets.
Several planning options including hybrids were presented for the purposes of generating discussion. Solutions included flexible social areas of collaboration, dedicated spaces for workshops /meetings, and quiet zones for those performing tasks requiring concentration.
Integral to the overall design experience, DEXD was given the opportunity to showcase and celebrate the history and future growth of the Cargo division and its valued employees.
Our approach to storytelling began by strategically implementing oversized graphics throughout the space, helping to convey our clients story to its stakeholders in the form of a meaningful and memorable experience. A simple, minimalistic approach was taken and where the brand was prioritized to have the greatest impact.
Lizzy
Co-Chief Morale Officer
Co-Chief Morale Officer
Who I Am: I’m a super chill and laid-back canine who really lights up when it’s time to head out for a walk. I can sniff out virtually anything - especially food related, and I love a good belly rub.
What I Do: I teach people how to relax by example - I really know how to lounge. And people generally smile when they see me out walking - I exude happiness, or maybe its just my good looks!