Normative is an interaction design office located in Toronto, Canada.

Normative means “the way things ought to be.” Founded on the vision that the networked future will require a different kind of designer, Normative is developing the capabilities to create the complex technologies and interactions of tomorrow – by addressing the needs of our clients, today.

The Normative office includes interaction designers, visual designers, software engineers, and researchers. Each of us brings a different perspective, with a common passion for rigorous process, serious design, and the occasional high kick. We work in collaboration with each other, and also with our clients. We invite client participation in our process by hosting everything from month-long “internships” to an afternoon of data sorting, sketching, or product prototyping.

Design is what we do, every day. We practice, teach, and apply a wide range of methods and tools as they apply to our clients’ unique needs. We practice design as a process, always looking for the next challenge. To us, design is both problem solving and vision setting. It is about asking the right questions and then discovering how to answer them.

Normative is part creative studio, part hacker lab, part product design firm. We work hard, and we prioritize taking time away from our desks to experience the world so we can design for it. Our boardroom is full of post-it notes, and we prefer pencils to screens.

Locating the world’s data is something we’re particularly passionate about. Our newest projects from Normative Labs, Locus and Sousveiller, are location-based API’s and Apps. Normative is located at 376 Bathurst St., just north of Dundas.