Our Suite of Services
From conception through production, we apply the principles of user-centred design to everything we do. Our work is grounded in research, collaboration, and creative practice.
Product & Experience Design
We start with understanding; people, interaction, markets; to discover the unmet wants and needs and explore opportunities to transform bold ideas into world-class products and experiences.
UX Research & Prototype Testing
User Flows & Journey Mapping
UI & Interaction Design
Strategy & Venture Design
Story & Content Creation
You might find us at times with our head in the clouds, dreaming up new worlds, characters and personalities. We play make believe and we invite you to join us.
Narrative & Character Development
Experience Beat Maps
Puzzle & Game Mechanics
Production & Fabrication
We transform our imagination into material reality. From wiring up Arduinos to programming CNC routers to rummaging through vintage stores, we turn spaces into places.
Set Design, Sourcing & Fabrication
Costume & Prop Sourcing & Fabrication
Light & Audio Design
Casting & Rehearsal Direction
Marketing, Communications & PR
We build brand stories and communities. We make promises and keep them. Authenticity, trust and rationality are at the core of our marketing and communication strategies.
Market Research & Data Analytics
Branding, Voice & Tone Development
Public Relations and Influencer Strategy
We find and attract world-class teams who bring passion and excitement to enact and embody the vision and values of the product experience.
Costume Experience Design
Recruiting, Hiring, Onboarding & Training
Payroll and Staff Management
Did you know…?
Secret City opened the first ever escape room in Toronto. We’re obsessed with play and bringing people together. Learn more about where we came from and where we’re going.
In design practice, the double diamond represents an approach to design that is collaborative, creative, and generative. We hold up the double diamond as a framework for how to work together to capture extraordinary ideas, and breathe life into them.
The diamond takes its shape from the process of diverging and converging that design goes through. Diverging means opening up and exploring the possible universe of concepts. Converging means refining and deciding and narrowing down to get the best solutions.
The discovery phase is the bedrock of design. We go out and load up on inspiration, user, competitive, and site research.
In the phase of definition, we determine what are the key insights from the discovery phase. This process of refinement allows us to focus on the key principles we want to take into development.
The development phase is a process of ideation, brainstorming, and opening up what is possible. This creative process is a collaboration between our technical and creative teams.
Finally, we develop and prototype our best designs, and rigorously test them with end users to gain additional insights into what is working and what we need to improve.
Ready to step into our world?
Connect with us to discuss your next big idea.