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
Partner │ 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
Partner │ 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.


Chris Cote
Director │ Design

Chris brings over 25 years of design experience to Duality with expertise in information design, identity, branding, publication design and typographic layout. He also has a deep working knowledge of website and interface design, providing strategic guidance on digital creative.

Chris has spent most of the last two decades immersed in the B2B world. Before joining Duality, he spent 20 years at the VIA Agency where he led business-to-business design efforts for clients such as DuPont, Analog Devices, and T. Rowe Price.


Lynsey Waite
Director │ Writing

Lynsey has over 13 years of creative experience in print, digital, broadcast advertising and brand identity. She is an expert in writing, strategy and customer experience, delivering consistently standout creative across a wide array of industries.

Lynsey brings a dual perspective, with deep experience in retail and business-to-business strategy. She studied history at Middlebury College and the University of Oxford before attending Tufts Medical School. She continues to combine her love of writing and science by delving into the inner workings of technology companies.


Tyler Rico

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.


Duality Branding