Teknion Architectural Interiors

Case StudyPositioning / Branding / Sales

A quick note about this section

Building a story about the walls around us and the potential they hold.


Known for its high standard of design and forward-thinking office and interior furniture, Teknion approached Frontier to reposition the sales and marketing of its architectural products.

Behind a simple facade, walls can be complicated feat of engineering, which is why we interviewed members of the internal sales team, regional dealerships, and clients in order to better understand the specific challenges and common approaches. We also held workshops designed to unpack, clarify, and formulate the messages and tools that would be most effective across the team’s many audiences.

Our research-based brand positioning emphasized the inventive and problem-solving character of the sales and design team. We also shot original photography and video, developed key messaging, and designed a sales presentation that could be customized to suit individual audiences and empower sales people of various levels of expertise.

Teknion invents, designs, manufactures, and sells a wide portfolio of furniture throughout the world. The challenge it was facing with its wall products was that, unlike the majority of its furniture, interior walls require specialized expertise and in-depth product knowledge to sell. This complexity meant only a small portion of Teknion’s sales staff was equipped to advance a sale, and the marketing tools for its other products didn’t translate well to the nuances of an interior wall. Change was necessary.



Working closely with the Teknion executive team, we brought together interior-wall staff from across North America to better understand their challenges and product journey. Based on the insight that wall sales are a complex and detailed process, involving several audiences, we designed a presentation that could be customized for the recipient, allowing sales staff to focus on what was pertinent in that moment without losing clarity or consistency of message.

Our flexible tool could also be customized for less expert staff, activating a previously dormant segment of Teknion’s sales team.




A focus on strategy before execution. Frontier really took the time to learn our business and our clients. The process was interactive. All the exercises and workshops were well organized and engaging.

Steve Delfino Vice President, Corporate Marketing & Product Management


Photography by Nick Kozak. Video by Wyatt Clough.

Ryerson Engineering and Architectural Sciences

Visualizing complex research and action through infinite perspectives.

Read More

Fogo Island thumb

Fogo Island Inn

The story of the Fogo Island Inn is rich and complex. Its proprietors came to Frontier to design a website that honoured that story.

Read More

AZ Awards 2017

Designing an identity and a platform to celebrate the world’s best in architecture and design.

Read More


Castor is a Toronto furniture company with a unique point of view on the classic design mantra of ”form follows function.“

Read More

Together Project

Together Project builds social bonds between Government-Assisted Refugee newcomers and Canadians by matching newcomer families with people interested in lending support during the settlement period and beyond.

Read More

Expo for Design, Innovation & Technology

Design Exchange, Toronto’s design museum, has committed to a brand-new expo focused on how design can change the world for the better.

Read More


Designstor is a creative technology and visualization company. Its diverse and curious team has deep expertise in rendering, space activation, and visual storytelling.

Read More

The World’s Best Tuque

The Frontier Tuque is both a question and a statement.

Read More

Motive Studios

When Electronic Arts (EA) decided to enter the Action Adventure market by creating Motive—a new gaming studio based in Montreal—it approached Frontier to design a brand that captured its vision.

Read More

TIFF Questival

The Toronto International Film Festival (TIFF) stages an annual street party in downtown Toronto.

Read More

Salt Flats

Launching a new venture capital company, founded on the spirit of a desert raceway.

Read More

Frontier Magazine

Frontier is a magazine about creativity and risk. We explore and celebrate the risks people take in the process of creating something original and worthwhile.

Read More


Designing a live event production brand that puts human interaction at centre stage.

Read More


Rthm is a new health platform seeking to revolutionize how technology can improve health and well-being by fighting cellular aging.

Read More


How do you provide reliable information about television in an age of digital saturation?

Read More


This California based company is in stealth mode so we can’t say much.

Read More

Infosec Global

This Toronto startup believes that we should have a right to secure communications.

Read More

Gryphon Secure

Infosec Global is a new technology company focused on ultra secure communications. As a part of their portfolio they created a mobile communications device spin off company that required a full brand and product development process.

Read More