Marketing strategy and design

Toronto, Ontario



About Hypenotic

Hypenotic is a Design firm that makes ‘Meaningful Marketing’ for Values-Driven brands. Established in ‘98, they’ve helped organizations doing things that matter, turn their marketing into initiatives that attract and engage the right people. Through concerted effort to work on important projects with people who inspire them, they’ve worked with clients who are either visionary entrepreneurs (Fiesta Farms, Fifth Town Cheese, Southbrook Vineyards), innovative nonprofits (Local Food Plus, Sustain Ontario, Friends of the Greenbelt Foundation, The Ontario Culinary Tourism Alliance) or 'intrepreneurs' (Bell Canada, Sympatico, Metroland, Starmedia) with the wherewithal to navigate to a team of Design thinkers and doers.

No one that Hypenotic works with is benchmarking against their 'competition', they're all re-writing the rules. Hypenotic’s clients and their missions make work something to look forward to. And this matters to them. Today, Hypenotic is a group of 10 passionate designers, developers, planners, illustrators and strategists. All of their employees are encouraged to be engaged in their own social endeavors and are provided the benefits to maintain healthy balance in their lives. Their office, an old industrial building with high ceilings and a lot of light, bears the marks and bowed floor of a former printing house. Creativity comes more easily there.

We became a B Corp because we are always looking for gold stars for the things that we already do as well as a yardstick for where we can improve. Becoming a B Corp fit the bill, showing us where we excel and where we need to work harder.

The Change We Seek™

Hypenotic is re-envisioning marketing from a necessary evil to an engine for social good. Their approach, called Meaningful Marketing, positions the daily work of organizations in the context of a mission that’s bigger than their bottom-line, a mission that makes them useful and relevant to broad communities of interest.

When their mission is complete, marketing will be a meaningful collaboration between brands and enthusiasts. It will be a fulfilling process for organizations with a clear raison d’etre, a clear challenge for communications designers to find ways to engage audiences and a useful experience for consumers.

What makes us a better company?

B Impact Report

Certified since: 

May 2011

Company Score

Median Score*



The Environment section of the Assessment evaluates a company's environmental performance through its facilities; materials, resource, and energy use; and emissions. Where applicable, it also considers a company's transportation/distribution channels and environmental impact of its supply chain. This section also measures whether a company's products or services are designed to solve an environmental issue, including products that aid in the provision of renewable energy, conserve resources, reduce waste, promote land/wildlife conservation, prevent toxic/hazardous substance or pollution, or educate, measure, or consult to solve environmental problems.



The Worker section of the survey assesses the company's relationship with its workforce. This section measures how the company treats its workers through compensation, benefits, training, and ownership opportunities provided to workers. It also focuses on the overall work environment within the company through management/worker communication, job flexibility and corporate culture, and worker health and safety practices.



The Customers section of the Assessment measures the impact a company has on its customers. The section focuses on whether a company sells products or services that promote public benefit, and if those products/services are targeted towards serving underserved populations. Questions in this section will measure whether a company's product or service is designed to solve a social or environmental issue (e.g. improves health, preserves environment or creates economic opportunity to individuals or communities, promotes the arts/sciences, or increases the flow of capital to purpose-driven enterprises).



The Community section of the survey assesses a company's impact on its community. The Community section evaluates a company's supplier relations, diversity, and involvement in the local community. The section also measures the company's practices and policies around community service and charitable giving. In addition, this section includes if a company's product or service is designed to solve a social issue, including access to basic services, health, education, economic opportunity, arts, and increasing the flow of capital to purpose-driven enterprises.



The Governance section of the Assessment evaluates a company's accountability and transparency. The section focuses on the company's mission, stakeholder engagement, and overall transparency of the company's practices and policies.

Overall B Score

80 out of 200 is eligible for certification

*Of all businesses that have completed the B Impact Assessment

*Median scores will not add up to overall

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Company Highlights: 

Workers: Company pays a living wage to all employees; covers 50-69% of health insurance for individuals and families; offers dental insurance, short-term and long-term disability, domestic partner benefits, fitness benefits, alternative therapies, and prescription medication; employees own 100% of the company.

Community: Company gives preference to local and sustainable/fair trade suppliers; over 50% of expenses was spent at independent, local suppliers; offers paid-time off for community service; contributed majority of its charitable giving and community service donations locally.