Life is about relationships.

We see this as a fundamental truth.

And it’s with this truth – and some very talented people – that we’ve built our company. It’s also how we got our name.

A while back, we read Marty Neumeier’s The Brand Gap. In it he writes that one plus one equals eleven. He describes this as the mathematics of collaboration. Essentially that the whole is greater than the sum of its parts; that when two people or companies come together meaningfully, the result is exponential and nothing short of magic.

Marty’s words spoke to our strong belief in the power of collaboration with our clients, our partners and our colleagues. So 11 it was. And as we researched giraffes, we learned that they have thick skin, huge hearts, and because of their vantage point can see things coming before others.

Good traits for a business.

There you have it, the birth of a new philosophy and a new way of business.

Life is about relationships.



11Giraffes has been in the digital signage business for over a decade. Starting out as The Elevator Channel, the business was in the forefront of the DOOH industry defining what is now called “narrowcasting.” The company’s digital displays were initially located in elevator cabs throughout high rise office buildings to communicate relevant and targeted content to an engaged audience.

Proprietary hardware and software was developed to monitor ad view exposure and report maximum ROI value for advertisers and individual building management staff.

Partnering up with Canada’s largest out-of-home advertising company, The Elevator Channel expanded its operations throughout the southern United States and across all major Canadian markets.

With the emergence of new technology and the fast-changing pace of business, The Elevator Channel transformed into 11Giraffes, smart business media, and designed a self-serve, digital & audio messaging solution for use in a multitude of industries. This smart platform is available through our dealer network, and is the most affordable, scalable and easy-to-use media player available on the market today.