I’m Brittany Joie, founder of Aetura, a strategist and researcher working at the intersection of perception, client experience, and founder-led brand positioning.

My background comes from several years of experience in luxury hospitality, enterprise branding, building platform design systems, conducting user experience research and audits, while navigating the large enterprise landscape in roles spanning brand, digital experiences, and stakeholder communications. I’ve had the pleasure of working for startups and large enterprises such as LUS Brands, TD Bank, Apple, Samsung Canada, OnRoute, Queen’s University, and Mini Cooper NY, to name a few.

While corporate work captured my interest in building products with the end client in mind, my life outside of that was deeply involved in the fine arts and commercial & editorial modelling. I learned over the years that your presence, brand and content speak in rooms before you enter them. I've found joy cultivating my personal brand, which led me to land clients in wellness, fitness, tech, beauty, events, and more!

Across these environments, one pattern became clear. The strongest brands are not always the clearest from the outside. Their depth may be real, but the signals surrounding that depth can be fragmented, generic, or difficult to trust.

Aetura was built to examine that gap — to help founders clarify what they stand for, how they are experienced, and what their brand communicates before a prospective client ever enters the room.