Hi, I’m Justin.
I run DUO, a Content Engineer Practice.
DUO is a Content Engineer practice for lean B2B teams. Senior editorial sensibility plus AI as the production layer.
Two ways to engage. Fractional, embedded with your team. Or productized systems for specific channels.
The through-line is judgment. Extracting what matters about your business and building systems that produce it consistently.
Justin DeMarchi · Toronto
The startup growth phase is when the story gets built.
I love this phase because the years when you’re building the system are the pivotal ones. Most B2B companies invest in content after positioning is built. I work on both at once because they shape each other.
I gravitate toward figuring out how to draw people in, make them care, and do it in a genuine, authentic way.
Collaboration, curiosity, and constant testing.
Industries, technology, and trust systems are changing quickly, so any one solution that promises to be the perfect answer should be viewed with skepticism.
I take a pragmatic and personalized approach. Understanding the person and the market, rather than trying to fit everyone into the same strategy.
How I got here.
Why I started DUO
What stands out to me through my career in communications and marketing are the people. The leaders who are highly driven innovators, looking to do things differently and challenge the status quo. That, along with the desire to work on my own, led me to found DUO.
I love being able to work with different founders and companies and bring the learning from one to the other. Keeping me fresh, keeping me learning, keeping my perspective challenged. That’s something I value, and I think it’s a strength.
The path here
I took an interesting path: classroom teaching in Toronto, then government communications, then startup marketing. Eventually, I went off on my own and started working with companies in and outside of Canada, throughout Europe and the United States.
Seeing how brand and marketing are represented differently across the world has been fascinating, and really enriching. You realize there are different ways to do things.
DUO’s roots
The name DUO Strategy & Design was actually created by my mom, Nora Camps, 25 years ago. She worked with hospitals and universities across Ontario, building brand and communications programs when the industry looked completely different.
When I asked her to revive the brand and make it my own, it was a special moment. The core thesis that great work starts with senior judgment was always there. I’m just applying it to a new generation of founders, with AI as the production layer.