Unearthing the Truth

Duality is an experienced, nimble team of verbal and visual brand experts, solving serious business problems for clients in the most challenging technology markets.

Rich Rico
Founder | Strategy

Rich has over 35 years of marketing communications experience working with some of the most powerful brands in the world. Early in his career he guided the in-house communications team of ABB’s $8 billion Automation Division where he developed and directed award-winning marketing programs in 45 countries.

Rich co-founded The VIA Group in the early 1990s and helped grow the company to over 150 associates. VIA was recognized as one of the top independent agencies in North America and was twice named to the Inc. 500. Rich sold his interest in VIA in 2006 to provide more hands-on brand strategy and related positioning work for a growing roster of high-profile technology clients.


Bill Heggie
Principal | Strategy

Bill has been growing global brands and defining the strategies that drive them for more than 20 years. During a 15-year career at the VIA Group Bill advanced through multiple roles, eventually guiding the agency’s business-to-business portfolio as Group Strategy Director. In 2011 he joined enterprise software leader PTC as Vice President, Creative Director. Bill’s partnership in Duality began in 2015.

A global perspective is fundamental to Bill’s approach to brand-building; he holds multiple degrees in international affairs, has served as guest strategist in communications at the U.S. Army War College and coached students in marketing and branding strategy at the Brandeis International Business School.


Eric Shank
Senior Designer

Eric is a graduate of The Ohio State University’s Department of Design, whose strong reputation was built upon a foundation of research and user-focused design. Creativity has been a way of expressing himself his entire life and he believes that design exists to make things better.

Eric has more than 18 years of experience at organizations such as Eyethink, the Wexner Center for the Arts and VIA. He has a unique ability to get into the mind of the end user and design for clarity and effectiveness. His diverse design experience includes interactive user interfaces for web and mobile applications, print and environmental graphics. Eric is passionate about taking complex information and distilling it into a creative layout without compromising legibility, integrity or understanding.


Tyler Rico
Senior Designer

Tyler provides visual design and strategy for a range of Duality clients including both consumer and high-tech companies. His industry experience includes semiconductors, software, security technology, consumer retail, education, healthcare, industrial and high-tech. Tyler graduated from the Visual Arts Program at New York University and has completed additional training in information design and user experience at Rhode Island School of Design.


Aimee Kudlak
Senior Production Designer

Aimee has more than 40 years of experience in high-end production design working with some of the world’s leading designers and design agencies. As Production Manager at Lippincott, one of the world’s most well-established and respected branding firms, Aimee led production for the design team that rebranded Continental Airlines, among other Fortune 100 clients. From 1997 to 2015, she was Production Manager with the VIA Group, before joining the Duality team in early 2016.


Melissa Orellana
Project Manager

Melissa is an experienced and versatile project manager with 15 years of experience working in the marketing, retail and cosmetics industries. She has managed a variety of projects including creative web and email projects, printed collateral and testing/personalization content. She’s worked for Estee Lauder, J.Crew and L.L.Bean, is skilled in process improvement, and enjoys collaborating across multiple functions.

Melissa has a B.A. in Corporate Communications from Marywood University and recently completed a Project Management Certificate from the University of Southern Maine. She’s a master at juggling many efforts at once and prides herself on delivering projects on time and within budget.


Duality Branding