Sudbury's Magu wants to make communications clear to North's diverse makeup

Laura Stradiotto for Northern Ontario Business April 29 2026 Sudbury.Com

In an increasingly competitive and diverse marketplace, one newcomer-led design and marketing firm is using cross-cultural insight to help Northern Ontario businesses communicate more clearly and authentically to a broader audience.

Nataly Arguello was working in Cali, Colombia, and had just completed a program in international business when, at the last minute, she attended a college presentation at a nearby hotel. The college’s offering and the community where it was based intrigued her.

“Having earned my bachelor’s degree at a university in a small Tennessee town, I knew I enjoyed a slower pace of life," she said. “Cali is a beautiful city, but its size and crowds often left me feeling anxious when travelling from one end to the other. A smaller environment with beautiful landscapes sounded like a great change of pace and a perfect place to start a family.”

She enrolled at Cambrian College in Sudbury and convinced her then-boyfriend, now husband and business partner, Carlos Potes, to take the leap with her. Within weeks, they had sold their belongings and committed to starting over in Canada.

As time went by, the couple noticed a gap in visual communications when travelling around the province.

“Whenever we would go out to an event, museum, etc., we would look at the signage and think, this is really not meant for people with different backgrounds," said Arguello. “The signs, even though they make sense to locals, were confusing for people with different backgrounds, cultures and countries. That was our first sign that there was a need for more accessible and culturally diverse design.”

This observation prompted them to create a marketing and design firm with a special focus. They launched Magu in June 2024. Arguello said that her background in international business and marketing, combined with her husband’s training in visual communication design, gives the firm a distinct edge, particularly in a region experiencing steady demographic change.

The couple noticed that immigration was making Northern Ontario a more diverse region. Arguello said this was “an opportunity for exploring techniques or perspectives to tell a story to a culturally diverse audience.”

Rather than relying on one-size-fits-all strategies, Arguello said the business focuses on cross-cultural marketing, an approach that prioritizes localization over direct translation and considers how symbols, language and visuals shift in meaning across cultures. Arguello describes their work as “building bridges,” helping businesses connect with diverse audiences without losing their core identity.

“We also approach symbols usually thought of as universal with caution, as we know that a colour, gesture or phrase can carry different meanings depending on the region,” she said. “It is quite noticeable just with the Spanish language-speaking countries. Facial gestures and everyday words for Colombians can mean something completely different to a person from Honduras or Argentina, for example. So, our marketing strategies are shaped by thinking of localization over translation.”

Together, the couple operates with a “divide and conquer” approach. Her husband leads creative direction, design and web development, while she focuses on strategy, operations and research.

The firm has already collaborated with community groups and industry clients. Magu has partnered with industrial and mining suppliers to modernize their branding and communications, ensuring messages around safety and reliability are clear, cohesive and accessible.

Looking ahead, Arguello believes Northern Ontario holds untapped opportunities, not only in traditional sectors like industrial services, but in areas such as multilingual communication and improved customer experience.

Her advice to other newcomers considering entrepreneurship is to be resourceful, seek out networks, and not to be discouraged by initial barriers.

“Starting from zero is real,” she said. “But there are opportunities here if you’re willing to look for them and build something meaningful.”

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