We help visionary leaders shape the future.

Being an innovation leader means having to make difficult decisions every day with imperfect information. You imagine new possibilities, but they are obscured by the complexity of a world that never stops moving.

That’s where Normative comes in. We’re an innovation firm that helps companies face the networked future. We’re thinkers, makers and smart business partners. We turn your ideas into action and accelerate your innovation engine with bold, actionable opportunities.

Looking into an uncertain future, we craft minimum viable products and software that you can see, feel, share and test, helping to deliver your tomorrow, today.


We work with large companies and startups to tackle their most difficult early product challenges:

Establishing a tempo for problem solving.

Tempo involves velocity and cohesive behaviour. It lets teams do amazing things by working together in constructive and creative ways. Tempo epitomized our partnership with Clearpath Robotics, which was looking for a new interface for its ground-breaking autonomous robots. It was a complex problem that involved the marriage of sophisticated engineering and inspired design. Working against a tight deadline, Clearpath and Normative designed, built and tested user-friendly software for robots being deployed at an advanced industrial manufacturing facility.

Inspire new approaches
to innovation.

In 2016 the Toronto Star launched a mobile-first website that improved user experience and engagement. Normative worked with a diverse group of Toronto Star stakeholders to inform and accelerate the creative process to arrive at the fresh design. Our team created and validated a functional prototype and provided insights to inform future updates to the user experience.

Blending the virtual and physical worlds.

The innovation journey doesn’t always start with an idea. SMLR approached us with sophisticated imaging technology originally used by the military. To explore commercial possibilities, we collaborated with their engineers to design a product that sorted images spatially using geo-location technology and proprietary algorithms. The result was Flux, an iOS app that combined augmented reality and the physical world and so people could use their cameras to see images and create a cultural geography of a particular location over time. Today, Flux has evolved into a full featured augmented reality platform that lets organizations take new AR-enabled business ideas to market quickly and confidently.

We design your future.

Being an innovation leader means having to make difficult decisions every day with imperfect information. You imagine new possibilities, but they are obscured by the complexity of a world that never stops moving.