When Emma Tonellato-Keller began her undergraduate studies in Global Business and Digital Arts (GBDA) at the University of Waterloo's Stratford School, she already knew she wanted to build something of her own.
She had already launched New Valley Brand House combining branding, marketing and creative strategy to help organizations tell stronger stories. But as her business grew, Emma recognized that creativity alone wasn't enough. She needed to expand on her business knowledge, entrepreneurial mindset and network to scale her venture with confidence.
Rather than pursuing a traditional MBA, Emma chose the Master of Business, Entrepreneurship and Technology (MBET) program at the Conrad School of Entrepreneurship and Business because it aligned with the future she envisioned.
"I wanted to hone my business skills and scale my venture," she says. "I knew I didn't want a traditional MBA. MBET is for people who want to build something and create change."
Today, Emma is the Founder, CEO and Creative Director of New Valley Brand House, a creative strategy and branding agency that partners with organizations to uncover their purpose, strengthen their messaging and create lasting impact.
Building a different kind of venture
Emma's entrepreneurial journey demonstrates that innovation doesn't always begin with engineering or software, it can begin with creativity.
While many of her MBET classmates were developing technology ventures, Emma was growing a creative services business. Initially, she wondered whether she truly fit the image of an entrepreneur.
"When I was in the program, I was hesitant to call myself an entrepreneur because many of my classmates were building tech companies," she says. "Since I was mainly doing branding and marketing, I didn't think that counted. Looking back now, I realize I was building a venture just like everyone else."
That realization became one of the most valuable lessons she took from MBET.
"My creative background was my strength."
Her experience reflects one of the MBET program's defining characteristics: entrepreneurship benefits from diverse perspectives. Students arrive from engineering, science, business, health, design, the arts and many other disciplines, bringing different ways of solving problems and creating value.
Emma Tonellato Keller, GBDA '20, MBET '21, on the stairs in PSE.
Coming from the GBDA program, Emma found herself helping classmates communicate complex technical ideas more effectively, while learning from peers with different technical expertise.
"Our clients and partners come from all backgrounds, just like our MBET cohort," she says. "Being surrounded by people who thought differently helped me become a better entrepreneur."
From design thinking to business strategy
Emma credits MBET with strengthening the business foundation behind her creative instincts. One course that challenged her the most ultimately became one of the most rewarding: Essential Accounting for Entrepreneurs with Professor Howard Armitage.
"Math isn't my strongest skill, but Professor Howard took the time to talk through difficult problems. He really helped me understand concepts that once felt intimidating."
She also points to Professor Margaret Dalziel's emphasis on thematic analysis as a practice that continues to shape how she works with clients today.
"I can still hear Professor Dalziel talking about the importance of thematic analysis," Emma laughs.
Before beginning client engagements, Emma spends time understanding what organizations are really trying to communicate, identifying recurring themes, listening carefully and uncovering the deeper "why" behind their brands.
"It's time consuming," she says, "but it gives us something concrete to build from."
That approach has become a defining part of New Valley Brand House's process.
Growing New Valley Brand House
Emma founded New Valley Brand House in 2016, choosing the name to reflect both Waterloo Region's growing innovation ecosystem, often described as Canada's Silicon Valley, and the breadth of branding and marketing services her company provides.
Since completing MBET in 2021, the business has continued to grow. Today, Emma works with approximately six partner clients at a time while leading creative strategy, branding and marketing initiatives for organizations across the region and beyond.
Her work has included collaborations with major organizations, large-scale public art initiatives and community partnerships, opportunities she believes were made possible in part by the credibility her MBET education provided.
"Being a Waterloo graduate with an MBET has opened so many doors," she says. "It's put me at tables where people might be older than me, but they take me seriously because they trust my experience and know I understand business."
Emma Tonellato Keller, GBDA '20, MBET '21
Learning from a community of entrepreneurs
Emma completed MBET during the COVID-19 pandemic, when networking looked very different than expected. Even so, the relationships she built with faculty and classmates have remained central to her entrepreneurial journey. She credits the professors with shaping both her thinking and her confidence as an entrepreneur.
"A lot of the professors and experiences from this program have stuck with me."
Today, Emma regularly returns to the Conrad School as a guest lecturer in MBET courses, sharing her experiences with current students while learning from each new cohort.
"I love coming back and hearing from students with different academic backgrounds and cultural perspectives. It always shifts my own thinking."
She has also embraced mentoring, helping prospective students who are considering MBET understand what the program offers.
"I always tell people you'll walk away with experience, a network and entirely new ways of thinking."
A lifelong connection to Waterloo
For Emma, the University of Waterloo has been a constant throughout her life. A Waterloo native, competitive swimmer, and former Team Canada Lifesaver, she grew up in the region before completing both her undergraduate degree in GBDA and her graduate studies through MBET.
"I've been a Waterloo girl my whole life," she says. "This community has always been part of who I am."
Today, she continues giving back through guest lectures, mentoring students and supporting entrepreneurs throughout the local innovation ecosystem. Looking ahead, Emma hopes to continue growing New Valley Brand House, take on increasingly ambitious creative projects, expand her team by hiring co-op students and continue helping organizations discover and communicate their purpose.
Advice for future entrepreneurs
For students considering MBET, Emma offers simple advice.
"Go for it. If you have a business that you're passionate about and need the tools to build a strong foundation, take the risk and go for it."
She also emphasizes that entrepreneurship is never easy, but it doesn't have to be something you do alone.
"My classmates are still some of my biggest supporters. We've shared the pitches, the difficult clients, the successes and the setbacks. So… do the hard thing. MBET won't make entrepreneurship easy, but it will give you the tools to make it possible."
MBET won't make entrepreneurship easy, but it will give you the tools to make it possible.