Who we are matters, because you need to know you are working with people who value the same things as you do. We feel the same way about those we partner with. We have a team with more than 30 years of professional experience.

Suzy Rounce

Creative Director + Owner

Core value closest to heart...


I’m a graphic designer by craft and I can’t imagine doing anything else. I’m passionate about many things but these top my list: all things beautiful in design (of course), ingenuity in packaging of any kind, killer food and mountain biking. Each of these fuel my creative and energetic personality and provide an outlet to keep me growing while staying focused.

Being a visual communicator allows me to research and get to know companies intimately from both a strategic and creative perspective. My 15 years of experience working with small businesses, home developers, executives, and local arts and culture organizations has taught me a lot about what matters to business owners and how to create the biggest impact based on their goals.

Great companies are built with a sense of adventure coupled with passion, transparency, curiosity and a healthy dash of bravery. If you feel like I’m speaking your language and you have a project in mind, let’s chat.

    I am a...

  • Wife
  • Adventurer
  • Designer
  • Typograghy Fan
  • Mountain Biker
  • Wanna-be Chef
  • Food Critic
  • Craft Beer Lover
  • Competitor
  • Laughter Expert
  • Terrible Singer

Trevor Rounce

Web Developer + Owner

Core value closest to heart...


I've worn many hats and done many different things in my life, but helping businesses thrive with great web design is where my passion lies. I love to learn and stay up-to-date with the ever changing world of web development. You miss a moment in this field and you miss a lot! There is always a new way of doing things, or a new technique that someone just came up with that can be implemented to create a better brand experience.

From my early years of playing competitive hockey, to leading teams of up to 70 people on huge projects, I know what it takes to be a team player and have the experience to get the job done with all the moving parts that are part of the web process. Mix that with the fact that I absolutely love what I do and you've got someone who will always go the extra mile to make your website soar and to make sure that website fits your company's needs.

In my opinion, the best websites are built from the ground up. They are built around your company's story, strategy and your vision for your brand. We don't believe in trying to make your company fit into a template. That's why each and every website we build at Switchback is designed from the ground up. It is built just for you, to make it the best experience possible, one of a kind. If you feel like I’m speaking your language and you have a project in mind, let’s chat. I love fresh coffee and craft beer equally. So, you name the place and I'm there.

    I am a...

  • Husband
  • Dreamer
  • Hard Worker
  • Craft Beer Lover
  • Mountain Biker
  • P90Xer
  • Lover of CSS
  • Star Trek Geek
  • Wanna-be Master Chef
  • Master Electrician
  • Young at Heart

Our Team is Like Family


Want to work with us? Pitch us on why you are a fit for our creative family

Calla Novello-Lauritsen

Social Media Coordinator

I am the Social Media Coordinator, newest member of the Switchback team, and at the beginning of my professional career. I am eager to learn and enjoy being a part of such a tight-knit group.

Through my studies of Communication and Media, I have cultivated critical thinking, thoughtful judgment, and a strong understanding of audiences. Being a peer mentor enriched my leadership skills and my experience in the hospitality industry has equipped me with the skills to better engage with people and create fun and authentic relationships. I’m a quiet enthusiast who will jump on new projects whether it be a new hike or research opportunity.

I AM A… Dreamer. Creative. Hard-worker. Continuous Learner. Empath. Wannabe Traveler. Miss Vickie’s Salt & Vinegar chips lover. Climber. Rookie Hiker.

Core value closest to heart... Adventure


Reydean R.

Administrative Assistant who creates order from chaos

Hi, I’m Reydean Rivey and I have recently joined the Swithback team as their newest member. I am an Administrative Assistant that has worked in various industries over the past two decades. My drive is to use my diverse skillset to support my team and our clients. I love being the person on the front lines that gets to meet and interact with new and existing clients.

I love bright colours, clean and organized spreadsheets and keeping things moving forward. I work hard as the liaison to keep the information flowing and making sure the questions are met with solutions. I love my job and being a part of a team that is so driven with a passion for what they do, it’s truly inspirational. I AM A… Mother - Wife - Party Planner - Foodie - Baker - Organizer - Dance Enthusiast

Core value closest to heart... Transparency

Celina Barnas

Celina Barnas

Graphic and Web Designer with an Eagle Eye

Hello, I'm Celina Barnas! From the start I felt like I was at home. I am a Graphic Designer, that started in Web and landed in Print. I have a knowledgeable background in print, expertise of taking jobs from concept to completion, tools of an experienced graphic designer and the hunger of a forward thinker. I don’t see my job as just a job, it is the responsibility I have to myself and most importantly my awesome team, who really make it all happen by finding a balance between creativity and functionality.

My absolute favourite part of design is to take an ordinary idea and make it an extraordinary product. I thrive on coming up with innovative designs and then trying to figure out how to make them work, kind of like design puzzles. There is no limit to what you can achieve if you have a creative vision, an amazing brand and a motivated team to see it through.

One of my all time favourite quotes, “Choose a job you love, and you will never have to work a day in your life”. It’s an amazing thing when a career and passion come together. I am a part-time music aficionado, wanderluster, lover of all things furry & green, soul searcher, sun worshiper and day dreamer.

Core value closest to heart... Passion

Blue PR Officer


Public Relations Officer

I'm the Public Relations Officer for Switchback and I have almost two years of experience dealing with people of all kinds. I have inspired them to do many things like getting regular exercise and knowing that sometimes you can't wait another minute to take a break. To work as a team, especially when strangers are about. To always clean up after yourself, or inspire someone else to do it for you. I may be a Weimaraner but I'm very good with the people. Oh! and my name is Blue.

Core value closest to heart... Curiosity



Core Values




Switchback Creative Cog Block

Switchback Creative Core Values


Exuberance in all things - no mass produced solutions or half-hearted creative. We exist ONLY because you have a story to tell + we are your messenger. It’s that simple.


We are positive + hopeful in all partnerships, using curiosity as a learning tool for discovery. This curiosity builds a sense of community, always focusing on the potential within.


We have a big sense of adventure + love spreading the contagious energy that comes with it, but our adventure is always rooted in our relentless responsibility to our clients.


To the core we are open + direct, putting the characteristics that got us to where we are today to use. Transparency is being loyal to the small ‘stuff’.


We never shy away from taking calculated risks in order to do great work. We don't hesitate to roll up our sleeves, get a little dirty or take the long way around to present the most authentic story of your company.

Switchback Creative started this fund to give a hand up to young entrepreneurs that have a great thing going on. It has now transformed to a fund for NON-PROFITS. We are looking for registered organizations that are doing really good work but have marketing, design and branding challenges. Therefore, for the 2018 season we are launching our TRAILBLAZER PROGRAM FOR NON-PROFITS.

In the Community

small communities are our home

We believe your community, big or small, is key to what makes your company a success. The communities we work in have values that run deep about living and working with each other to thrive. We have built that philosophy into everything we do. Here are just a few things we as a company are involved with. (To see up-to-the-minute information, follow our social feeds).

Giving Back

  • Airdrie Angel, Full Partner
  • Canmore Folk Music Festival, Major Sponsor
  • Creative Airdrie, Board Member
  • Airdrie Business Awards, Marketing Chair
  • SMARTstart, Sponsor
  • Miss School Miss Out, Sponsor
  • Mayor’s Night of the Arts, Media Sponsor
  • Light Up the Night, Marketing Sponsor
  • Angel Lift Day, Organizer and Volunteer
  • Kids' Breakfast Program, Volunteer
  • Artember, Marketing Partner and Volunteer
  • Sour Dog Theatre, Website Sponsor through our Trailblazer Fund
  • Woods Adventure Co., E-Commerce Website Sponsor through our Trailblazer Fund
  • TEDxCanmore, Board Member and Sponsor
  • Building Futures, Marketing and Design Workshop
  • 100 Kids who Care, Contributor

Speaking + Education

  • Speaker at Gypsiella, Women’s Entrepreneurial Organization
  • Speaker at Airdrie Chamber of Commerce, Chestermere Chamber of Commerce, Cochrane Chamber of Commerce
  • Speaker at Canmore Business & Tourism Workshop
  • Speaker at e=mc2 The Centre for Business Excellence, Canmore
  • Speaker at The Measurable Difference Event, Calgary


  • Winning Edge Business Award, Airdrie 2017
  • Finalist for the Canadian Business Chicks, Game Changer 2017
  • Anvil Award for Non-Profit Ad Campaign
  • Finalist for Branded Magazine, Mover and Shaker Awards
  • Finalist for Emerging Business, Airdrie Business Awards
  • Winner of 4 Top Annual Report Design Awards
  • Nominee for Amazing Airdrie Women Awards
In the community lantern Expand your knowledge by always expanding your community.