About

Our journey from tech start-up to national platform

About Vertical City

As tenants ourselves, we understand how annoying it is to miss important building notices or announcements. Formed in 2014, Vertical City (formerly Visio Media) was founded to help deal with the common frustration created by inconsistent communication between property managers and tenants. Fast forward to today, we’ve built the largest residential elevator and lobby screen network in Canada.

We help property managers communicate with their residents and empower advertisers to connect with target audiences in the physical world. We enable organizations to reach the right people, with the right message, at the right time.

Our team operates out of offices in Toronto, Edmonton, Calgary, and Vancouver, with international expansion on the horizon.

OUR STORY

We’re elevator riders, first and foremost.

Our founders Fouad El-Masri and Nicolette Leonardis

“There has to be a more engaging way to communicate with residents and tenants.”

As tenants ourselves, we understand how annoying it is to miss important building notices or announcements. Formed in 2013, Vertical City (formerly Visio Media) was founded to help deal with the common frustration created by inconsistent communication between property managers and tenants. Through hard work and the use of industry-changing technology, we’ve built the largest residential elevator and lobby screen network in Canada.

Our team operates out of offices in Toronto, Edmonton, Calgary, and Vancouver, with international expansion on the horizon.

OUR GOAL

Save properties time and money communicating with residents

We build smart solutions for building managers
Our platform gives building managers and condo boards the ability to effortlessly manage and post notices in real-time from any desktop or mobile device.

Every day, as your residents pass through the building, they’ll be greeted by your messages, the latest local news and weather, and relevant local business advertisements.

OUR PEOPLE

Problem Solvers.

We’re a growing team of property experts, elevator technologists, marketers, creatives, and developers.
Together we’ve built Canada’s largest network of residential elevator screens. We’ve also powered them with a machine learning-based audience analytics platform.

We're firmly committed to solving the challenges faced by buildings, condo boards, and property managers every day.

OUR EXECUTIVE TEAM

Meet the team.

Bruce Johnson

EXECUTIVE CHAIRMAN /
CO-CEO
Bruce is a seasoned executive with 30+ years experience, primarily in tech.

From co-founder and CEO of Intuit Canada and the CEO of Legend Software, Semanti, and Baby Gourmet Foods, to currently sitting as the Chair of HeadCount Corporation, and Amii (the Alberta Machine Intelligence Institute), his diverse experience has been crucial in guiding the leadership team at Vertical Impression.

Fouad El-Masri

CEO / FOUNDER
A true entrepreneur and former land investment/development guru, Fouad co-founded Vertical City (formerly Visio Media) in 2013.

Having a strong spirit for advertising and marketing, he is a dedicated leader that got us to where we are today, as a steadily growing team with zest for strategy and collaboration.

Nicolette Leonardis

VICE PRESIDENT / CO-FOUNDER
Nicolette is a tenacious entrepreneur and co-founder of Vertical City. She has fueled our growth with her undeniable passion and natural talent for business development and advertising.

Treating clients with the same verve and dedication, Nicolette is an esteemed collaborator both within the Vertical City team and beyond.

Kevin Gunderman

CHIEF FINANCIAL OFFICER
With 25+ years experience, Kevin is a wealth of executive and strategic expertise.

From former CFO of BioWare to leadership roles with Intuit Canada, Wajax, and Northlands, his track record for developing high performing teams, driving growth, and great culture, makes him an integral part of the Vertical Impression team.

Lee Horigan

VP OPERATIONS
A strong supporter of community participation, Lee runs the growth of our national screen network, oversees technical partners, and also finds himself involved in several not-for-profits.

With 25+ years of leadership experience in financial and professional services, Lee is a driving force for our network and operations.

Ashley Thompson Daly

VP PEOPLE
Ashley brings her passion of growing people and organizations to Vertical Impression, using strategy and top talent growth to help execute our vision.

She is our HR leader, with the bulk of her career expertise in human resources, people and organizational development.

Scott Gibb

VP SALES
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Brady Cassidy

VP GROWTH
A chronic procrastinator when it comes to sending in bios.

Fouad
El-Masri

CEO/FOUNDER
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Nicolette
Leonardis

VICE PRESIDENT/CO-FOUNDER
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Bruce Johnson

EXECUTIVE CHAIRMAN/CO-CEO
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Kevin Gunderman

CHIEF FINANCIAL OFFICER
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Lee Horigan

VP OPERATIONS
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Ashley Thompson Daly

VP PEOPLE
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Scott Gibb

VP SALES
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Brady Cassidy

VP GROWTH
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Get Started Today.

And see if your building qualifies:
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.