Hi, I’m Justin.
Eight-plus years building content systems for B2B brands and founders.
I work with B2B founders and marketing teams across tech, SaaS, and AI. The work centers on content systems: the infrastructure that turns ideas into published work without the usual agency overhead.
DUO is the parent brand I founded in 2021. Fractional engagements for ongoing senior support, specific services for targeted work, Content Lab for AI-powered content systems.
The through-line is storytelling. Most B2B companies invest in content after positioning is already built. I work on both at once, because they shape each other.
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 story are the pivotal ones. There’s a misconception that storytelling isn’t a priority right now, but the story is what connects your product to your audience.
I gravitate toward figuring out how to tell stories that 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 storytelling was always there. I’m just applying it to a new generation of founders.