Marketing
Action Plan
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Prepared by: Justin Maguire
Intro
Sabine,
I wanted to share a six-month marketing action plan that outlines how I see Unison’s next chapter taking shape. These are simply my own thoughts based on our early conversations, what I’ve learned about Unison, and what I’ve gathered from your published work and interviews.
The goal of this plan is to create a stronger, more defined brand presence that reflects the calibre of Unison’s work and positions the studio for meaningful, sustainable growth. It combines practical steps with creative direction - the same balance that helped me drive growth and recognition during my time at DesignAgency.
1. Where Is Unison Heading?
Unison’s next chapter is about sharpening its identity and communicating what already makes it strong: intelligent design, commercial awareness, and an instinct for renewal. The studio is moving toward a space where design and development thinking meet, creating work that performs as beautifully as it looks.
Unison’s strength lies in its ability to bridge creativity and intelligence. Every project reflects both conceptual depth and a clear understanding of how spaces live, function, and perform over time. The opportunity now is to expand that influence by clearly expressing what makes the studio distinct: a rare balance of design vision and development insight.
From what I’ve gathered through your writing and our conversations, Unison’s direction feels rooted in evolution. It’s about taking what already exists and elevating it through thoughtful renewal. Designing with longevity, adaptability, and value in mind. That perspective, along with your experience at Yabu Pushelberg, KPMB, and Great Gulf, positions Unison in a unique space. It’s a studio that understands both the creative process and the commercial realities that drive great projects.
The next step is to define and communicate that story with intention. Unison isn’t just producing beautiful interiors. It’s showing how design thinking and development strategy can work together to create lasting, meaningful spaces.
When I led marketing at DesignAgency, a similar shift transformed how we were perceived. By moving from a design firm to a creative partner, I attracted more ambitious and strategically aligned clients. Unison is in a similar place now. The foundation is strong, and the next stage is about making sure the story matches the calibre of the work.
“We don’t just design new spaces – we evolve existing ones.”
2. Strategic Objectives
In six months, success should be measured across three areas: revenue, new clients, and recognition.
The next six months should focus on clarifying Unison’s voice, strengthening visibility, and building structure to support growth.
Objectives
• Brand: Clearly define and communicate Unison’s story and point of difference
• Visibility: Increase reach through PR, social, and thought leadership
• Business Development: Generate $XXX+ in new business opportunities aligned with Unison’s evolution
• Infrastructure: Build scalable marketing systems for tracking, analytics, and reporting
• Thought Leadership: Position Unison and yourself as leading voices in the design-development space
When I built these systems at DesignAgency, the impact was immediate. Our communications became more strategic, our proposals more targeted, and our client pipeline stronger. Unison can achieve the same momentum by aligning story, process, and visibility.
3. Audit & Aligning
Build structure and clarity around brand messaging, portfolio, and systems.
The first phase establishes the foundation for everything that follows. It ensures that Unison’s materials, messaging, and tone all reflect its level of sophistication.
Key actions
• Conduct a brand and messaging audit to ensure consistency across platforms
• Review the website and identify which projects best express Unison’s evolution
• Redesign proposal and presentation templates to better communicate process and outcomes
• Organize the project archive into a clean digital library of case studies
• Implement a CRM (HubSpot or Notion) to track leads and contacts
4. Visibility & Positioning
In six months, success should be measured across three areas: revenue, new clients, and recognition.
With the foundation set, the next phase is about visibility. It’s about ensuring Unison’s story is being told in the right places and to the right audiences.
Key actions
• Refresh the website with updated copy and unified project storytelling
• Engage a design-specific PR consultant such as Kimberley Brown (currently works at Kriss Communications) to leverage media connections
• Develop a content calendar for LinkedIn and Instagram focused on process, collaboration, and thought leadership
• Begin planning a podcast or short video series to extend Unison’s narrative and introduce your voice to a wider audience
You’ve already developed thoughtful design writing that captures Unison Group’s perspective. Repurposing that content into opinion pieces, short interviews, and project reflections would strengthen visibility and authority while building a distinct editorial voice. By taking clear, authentic stances on design and process, Unison can move beyond showcasing projects to shaping the broader conversation and positioning itself as a leader within the industry.
5. Growth & Partnerships
Convert recognition into tangible new business through strategic partnerships and outreach.
By this stage, Unison’s voice and digital presence should be clear and consistent. The next step is to turn that awareness into partnerships.
The focus will be on local outreach first, targeting developers and real estate firms in Toronto and Ontario that align with Unison’s approach, followed by a North American push. I would start with personal introductions and curated case study presentations supported by PR and media coverage.
By the end of month six, the goal is 3–5 new project wins or partnerships reflecting Unison’s range across hospitality, residential, and mixed-use work.
6. Key Campaign Concepts
Establish distinct campaigns that communicate Unison’s values and thinking.
1. Evolving the Existing – A signature campaign showcasing how Unison transforms existing assets and brands through adaptive design.
2. Design That Thinks Like a Developer – Messaging that underlines Unison’s ability to connect creativity with commercial intelligence.
3. Spaces That Perpetuate Curiosity – Examples that reflects the studio’s curiosity-driven approach and global sensibility.
4. The Process Is the Product – A short-form content series exploring methodology, collaboration, and problemsolving.
5. Video + Podcast – Long-form storytelling that gives a face and voice to the brand, building ongoing engagement.
At DesignAgency, I helped build a global PR and content calendar that helped severely improve media coverage over the years, positioning us as comparable to leading international firms. Unison can achieve similar visibility through disciplined storytelling that feels intelligent, not promotional.
7. Measure Framework
Create simple, consistent reporting to measure progress and guide decisions.
The plan only works if we can measure its impact. I recommend setting up a monthly dashboard that tracks the following metrics:
• Leads and Proposals: Volume, conversion rate, and project value
• Media and PR: Number of placements, interviews, and feature stories
• Digital: Website traffic, engagement, follower growth, and video performance
• Revenue Impact: New business value directly linked to marketing
For analytics, Later, Meta, and Sprout Social are solid tools for tracking social performance. CRM data will capture leads and conversions. Monthly reporting keeps results visible, while quarterly reviews identify where to double down.
8. Next Steps
Begin
with immersion, then move fast on foundation and visibility.
If brought on, my first step would be a two-week audit and discovery period to understand Unison’s current systems, projects, and communications flow. From there, I’d develop a 90-day tactical plan covering brand, content, PR, and partnerships.
The rollout would start immediately with case study documentation, social activation, and outreach to a PR consultant. Results would be reviewed monthly to maintain accountability and momentum.
By month six, Unison would have:
• A defined, credible brand story
• Stronger visibility across digital and media
• A consistent marketing rhythm
• New clients
Unison’s work already stands among the best. The next step is to ensure the brand and communications reflect that same intelligence and refinement. With a clear strategy, consistent storytelling, and disciplined execution, the studio can strengthen its reputation, build valuable partnerships, and expand its influence without ever losing its core design integrity.
Thank you.