Our Philosophy
Our story began with purpose
Phil was founded over 25 years ago by Kim Fuller, who grew up at the intersection of creativity and care. Her father, an illustrator from the Mad Men era, sparked a deep appreciation for the power of storytelling and design, while her mother’s lifelong commitment to giving back instilled a belief that generosity should shape the way we live and work.
Starting Phil was Kim’s way of weaving those influences together. What began as a creative studio has evolved into a trusted partner for organizations navigating change, growth, and the complex realities of social impact work. Over the years, we’ve built a practice rooted in empathy, collaboration, and clarity by helping our clients move through big questions, bold ideas, and sometimes messy processes with confidence and heart.
Leading change as a B Corp
We believe business can be a force for good. Since 2017, we’ve been proud to be a certified B Corporation – part of a global community of businesses committed to putting people and the planet first. Being a B Corp means we care deeply about how we work; from how we treat our team to how we impact the environment and support our communities.
To keep our certification, we don’t just rest on our values. We act on them. Every three years, we undergo a thorough recertification process, measuring and improving our impact across five key areas: Governance, Workers, Community, Environment, and Customers.
It’s not just a label, it’s a promise to keep growing, improving, and leading with purpose.
Our approach as a settler-led team
We understand that being a settler-led team comes with both privilege and responsibility. We respect and value the cultures, identities, and traditions of Indigenous and other colonized communities by listening with intention, fostering relationships built on trust, and prioritizing the voices and perspectives of those we aim to support.
We live and work on unceded Indigenous territories, and we don’t take that lightly. We recognize the lasting harm of colonization and are committed to meaningful action. That includes sharing our own settler stories, marking the National Day for Truth and Reconciliation by learning directly from Indigenous voices, partnering with Indigenous-led organizations, and including land acknowledgments in our communications.
This is ongoing work and we’re here to do it with intention, respect, and care.
Our differences make us stronger
At Phil, we’re a team of individuals with different identities, lived experiences, and dreams for a more equitable world. What brings us together is a shared belief: that real, lasting change begins from the inside out.
Our commitment to anti-racism and anti-oppression is a daily practice. We work to identify and confront the ways power imbalances show up in our systems, our sector, and sometimes, ourselves. Through internal impact committees, we regularly reflect, challenge, and reimagine how we show up for one another and for our clients.
That includes prioritizing relationships with systemically underrepresented communities — from the clients we support, to the suppliers we choose to work with. We actively seek partnerships that reflect the diversity and richness of the world we want to help build.
Building impact with care
Inclusion is a daily practice at Phil, shaped by the belief that the people most affected by an issue should be at the center of how it’s addressed. From websites that include built-in accessibility plug-ins, to using inclusive typography and colour palettes by default, our internal guidelines ensure our team designs for a wide range of abilities and needs, always offering more than a one-size-fits-all approach.
We believe that inclusive communication not only broadens impact but also deepens trust and creates space for everyone to participate fully, which is why we use a human-centered approach to ensure our strategies and communications reflect real voices and real needs. Through continuous learning with partners like the Canadian National Institute for the Blind and by incorporating these important topics into our team’s Lunch n’ Learns, we’re committed to embedding care, dignity, and equity into every aspect of our work.
Living our values through our work
At Phil, we’re not your average communications agency. Every decision we make, every relationship we build, and every project we take on is guided by our core values of integrity, grit, and fun. These values form the foundation of our work, setting us apart and shaping the way we approach challenges. We believe that when our actions align with our values, we can create a world that is not only more inclusive and just, but also sustainable.
This commitment to living our values is at the heart of everything we do—from our partnerships to our internal practices. We continuously learn, grow, and apply these principles in meaningful ways, ensuring that each project we take on leaves a lasting, positive impact on the communities and organizations we support. Our values are the driving force behind our purpose and are why we remain deeply committed to the work we do.
