Driving bold, innovative
ideas forward.

Normative is a boutique innovation firm with a focus on designing what’s next. We have strong design DNA mixed with a technology-first orientation. If you visit our offices, we talk about “algorithms” and “computational design” as much as “interaction design” and “customer experience.”

For the last eight years, we’ve collaborated with large organizations and startups to transform napkin-sketched ideas into minimum viable products.

We’re a team of agile and tenacious innovation strategists, researchers, designers and software engineers who align organizations and help them move forward with confidence.

Based in Toronto and New York, we work with global organizations such as Thomson Reuters, Xerox PARC, Rogers Communications, Toronto Star, Bank of Montreal, Blockstream and Fox Broadcasting to bring a disciplined and systematic approach to drive innovation and software design success.


Leadership Team

Matthew Milan

Matthew Milan

Co-founder, CEO

Matthew is a designer and entrepreneur with a deep interest in the intersection of software design, innovation and systems theory. For the past 15 years, Matthew has explored the overlap between people and technology, designing products and leading teams on the fuzzy front end of emerging technologies and digital networks. When he’s not working, Matthew splits his time between studying ancient computer languages, trail running and teaching his children how to duck the rope at some of the world’s most challenging ski areas.

Jon Tirmandi

Jon Tirmandi

Co-founder, COO

Jon has proven track record helping organizations turn innovative ideas into inspired products. At Normative, Jon has built a world-class team of strategists, designers and engineers who tackle wicked problems. After a start in corporate finance, Jon transitioned into Technology Innovation because of the opportunities it offered to create new value in the world. Driven by results and establishing long-term relationships, Jon works closely with Normative’s clients to guide them toward innovation success.

Lindsay Ellerby

Lindsay Ellerby

Senior Design Director

Lindsay is a designer who excels in the messy overlaps between business, technology and human context. Throughout her 10+ year career, she has honed skills in information architecture, interaction design, design research and strategy. Since joining Normative in 2009, she delivers strategic and tactical leadership on a diverse range of projects - everything from design and software development to creating strategic roadmaps for clients. When not working, Lindsay can be found nerding out on cybernetics, chasing her kids around a Toronto park, or trying to fit in a yoga class. Not necessarily in that order.

Andy MacDonald

Andy MacDonald

Technology Director

Andy joined Normative in 2015, where he now leads the technology practice and provides direction on the team’s approach to software development. Andy’s 15 year development career has seen him working with a range of technical environments across a wide array of clients, including startups and large organizations. With this experience Andy is able to guide and direct technology projects through to completion, including infrastructure, deployments, and long-term monitoring and maintenance.

Lane Buie

Lane Buie

VP Client Solutions

Through a 15+ year career balanced between crafting digital marketing programs and building sophisticated digital products, Lane brings a unique perspective to his digital consulting engagements. He is passionate about bringing digital experiences to life – from initial concept visioning, and business need definition, through to agile execution; Lane helps his clients solve their business goals by bridging the gap between brands and consumers via technology. Lane lives by the tenet: when it’s done right, design can act as the scientific method for business.

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.