Toronto's guru of design, Alek Mirkovich, is back. After spending the last two years as the Chief Creative Officer of Yotrio International, a leading outdoor furniture manufacturer, Mirkovich has launched a boutique, full service, advertising and design agency, ALEK™. With it's headquarters in the heart of Downtown Toronto's Fashion District, ALEK will leverage Mr. Mirkovich's more than 15 years of experience in the business of advertising and design.
Mirkovich is a multi-disciplined design aficionado who has had great success helping to build brand names since 1995 as the founder and creative director of DNA Brand Design. Mirkovich’s experience includes the development of brand identity, packaging, and marketing for leading firms such as Bayer, Conair Consumer Products, Cuisinart, Wal-Mart and The Home Depot.
"From product conception, to sales and marketing, to process, there is a close correlation between good design and achieving business objectives," explains Mirkovich. I communicate with marketing, sales, and partners, and speak their language, so as to clearly understand their business needs and goals.
Most recently, ALEK designed a marketing automation system for Rogers' Wireless dealers, giving them greater flexibility and the ability to personalize their marketing collateral to their target market, while staying on brand. The system has improved the effectiveness of Rogers' advertising, added efficiencies to their process and directly increased sales.
The scope of ALEK's expertise (Alek.com) goes beyond the design and execution of every and any type of marketing collateral. Mirkovich prides himself at understanding his clients' marketing processes and business objectives. With his technical expertise, fluency in best practice and intrinsic sense for good design, Mirkovich has channeled his creative prowess into building new products and processes as well as redesigning old ones. As the head of creative strategy for Yotrio, Mirkovich was in charge of the company's product design direction and the introduction of five new brand names including Greystone Garden, Decoria, Zarden, Malibu Beach and Deckside.
“This is what I did for Yotrio. I built a design centre that continues its operations today. I became part of their company, built a team, and a process for the team to follow,” Mirkovich says.
Yotrio supplies to major retailers such as Lowes, Home Depot, and Target.
“Design is seen as a new competitive advantage. Since almost everything is made in China these days, price, raw materials, and labor have been commoditized,” Mirkovich states." Firms need to reinvent themselves and their products in shorter time spans to stay competitive," Alek concludes. "No longer can you have packaging for 5-7 years, we're looking at a trend that is more like 2-3."