why choose tension

unique perspective.
depth of experience.
measurable results

our founders have each been in the industry for at least 25 years, and we've learned a thing or two about how to build outstanding products & services, and how not to.

balance is good. tension is better.

results without compromise.

tension partners with our clients to create unparalleled value, drive relentless innovation, and deliver meaningful outcomes through the orchestrated tension between business, experience, creative, technology and adoption.

We help you push boundaries, solve real, root-cause problems with impactful and measurable product & service solutions that change the relationships between your business and your customers.

we've been at this for a minute

Adam R.T. Smith
president / co-founder

Educated as a graphic designer, I jumped into web design in the early 90's. I picked up front-end development so I could stop seeing my design butchered, and back-end so I would stop hearing that things weren't possible to build. In the early 2000's, I jumped feet first into UX design as I felt it was the best way to align user needs and business objectives.

I started my first company in '95, which kept me busy for 18 years, then did stints in-house at a major telco, followed by a big 4 consultancy. I've been able to work for (a lot of) telcos, financial, healthcare, education, and government institutions which have been amazing, but by and far, my most enjoyable engagements have almost always been with startups.

Glenn E. Taylor
vice-president / co-founder

Educated as an illustrator, writer and graphic designer, I delved into my first passion of publishing and magazine design. From there I moved on to advertising design, brand design and creative design (learning UX and UI). I have always seen what I do, as a creative director, as being a problem solver. I see what the final logical conclusion of where a company/brand needs to go and how it should be handled to get there.

As a veteran of brand and visual design across multiple disciplines, I am focused on creating outstanding visuals and concepts that will make a business stand out above all the rest. I have a unique understanding on how creative teams should work in-conjunction with all facets of a company with a shared focus on success. This has allowed me to step into roles and transform design departments and win awards.

what we believe in, is who we are

01  problems over platforms
tension will never crowbar your problems into a pre-determined platform or off-the-shelf product. We let your unique situation, needs, and problems define the best solution for you, whether it's build or buy
02  no lift-and-shift solutions
Anyone can take a model or framework that worked well previously, tweak it and use it for another client. Sidenote: it's also the best way to ignore the subtleties that differentiate your business. We won't do that to you.
03  yes, you are a snowflake
You're unique, and your employees and customers are too. tension understands that you each have distinct challenges, problems and needs that demand solutions that are as unique as you are.

06  this is our passion
Creating successful products & services is what makes us get up in the morning. It's why we toil over the small things, push the boundaries, and stand up for what's right for our clients, and for their customers
04  your success, our success
No one will care as much about your success as we do. It's pretty simple really: when you partner with us and your product or service succeeds, it helps us with new case studies which helps us win new clients. It's a win-win.
05  tension is new. we're not
Adam and Glenn have each been in the game for over 25 yrs, as independants, business owners, in-house, and as consultants. They've both put in their 10,000 hours, and then some. Trust us.
not gonna lie, it'll be tense. it's right there in our name

Anything worth doing is hard, otherwise everyone would do it. To differentiate from the competition, you have to be willing to put in the work. You have to take risks, step outside of your safe space, and rail against convention. The process will be uncomfortable, and at times painfull. You'll need a thick skin, and an unwaivering belief in your mission.

At tension, we don't choose the easy way, we choose the right way. For our clients, and their customers.

tension: A brand, a promise, and a warning, all in a single word. Don't say we didn't warn you.

let's talk about what you can do with a little

Starting something? Maybe you're building a new product or service from the ground up, or revamping an existing one? We can help.

Let's have a chat!

talk to us