OUR Team

We are Criterion.B — a team of creative minds and innovative thinkers.

We are more than just names behind a multifamily marketing agency. We aim to offer value and trust — to our clients and each other. It’s not enough for us to help peddle products or services. We believe in building your brand into one that your customers can trust.

Founded by Jon Simpson in 2008, Criterion.B (formerly Canonball) was launched to help businesses and organizations craft branding and marketing strategies that stand the test of time.

What started as a boutique creative agency has evolved into a multifaceted marketing partner for multifamily and B2B brands, helping clients streamline their marketing efforts and maximize their impact.

Marketing team brainstorming during meeting in the office 3

Jon is walking outside the office building

Marketing team brainstorming during meeting in the office 2

Four core pillars form the foundation of our company.

Our company stands on our values of passion, humility, balance, and respect. They define our culture and guide everything we do. These values are not just words on a page; they’re the principles that shape our work, interactions, and approach to life.

01 Passion

We bring enthusiasm and energy to every project, treating our clients’ brands like our own. Passion means finding joy in our work, staying curious, and constantly seeking opportunities for growth.

02 Humility

We believe humility is about self-awareness and valuing others. As C.S. Lewis wisely said, “Humility is not thinking less of yourself but thinking of yourself less.”

03 Balance

We foster a culture where great work and a fulfilling life go hand in hand. They are interconnected, and our goal is to navigate this blend with flexibility, trust, and accountability.

04 Respect

We value each other, our clients, and the work we create, and we always operate with integrity. Respect to us is about building strong, positive relationships with coworkers and clients, ensuring everyone feels appreciated and understood.