We value creative solutions that are grounded in human truths; that touch our humanity and as such result in authentic action and measurable ROI. We value and believe that what inspires human action starts with a rather calculating analysis of data and research. An analysis that when interpreted through the lens of psychology can lead to artistry that emotionally engages the consumer.
It has been said that a sculptor does not transform stone or wood into the final art, but rather through intermingling science (geometry, anatomy) with the intuition of an artist, the sculptor uncovers what already existed in the block of stone. That is how we approach our work and what we value…digital marketing communication solutions grounded in science and brought to life through creative.
We employ a tried and true five stage design thinking process:
Peter Pham, Managing Director
Peter is craft. His role is to operationally inspire and ensure the exemplary quality of Craft + Keen’s strategic and￼creative output. Peter brings a well-credentialed and entrepreneurial past to his mission. In 2004 Peter founded Access Print, a print production company servicing over 1000 North American clients. As the business grew, Peter expanded its offering to include marketing services (digital strategy, promotions, branding and design) with focus in the hospitality sector. So it was no leap when in 2015, in partnership with Theresa, he integrated Access Print into what is today Craft + Keen.
In addition to providing C+K with exceptional print production resources and expertise, Peter brings an entrepreneur’s ‘get it done’ business drive and, operational and financial know-how to the organization. Working as the key day-to-day liaison with clients, Peter ensures the high degree of craft that goes into everything Craft + Keen does.
Theresa Pham, Managing Director
Theresa is keen... keenly insightful, keenly attuned to the blend of psychology and analytics that underpins behaviour. Part data science, part applying a humanistic world view, Theresa’s role is to uncover and articulate the insights that anchor and inspire Craft + Keen’s work.
A multi-disciplinary digital professional and as a former developer and designer, her decade long experience provides insight into efficient and strategic solution design. She drives projects beyond simply fulfilling stakeholder requests believing that UX behavioural drivers, critical for marketing to catalyze business growth and optimize internal marketing/compliance processes, are paramount.
Experienced in global production, she is comfortable and adept at maneuvering complex projects from ideation to implementation successfully in a rapid and agile environment. Her work has received many accolades including a gold award from NAREIT.
Some notable projects Theresa has worked on include: the LCBO, Franklin Templeton Investments, CIBC, Honda & Acura and Henley Homes (London, UK).