Alexander founded Design Lab in 1992. With new communication technology such as interactive voice and fax taking hold in the US, Alexander brought this technology to Toronto and started up one of the first 'online' databases of information. Clients such as Fidelity Investments and Standard Broadcast News signed on and the business grew.

Since then, Design Lab has grown into a full service boutique agency that builds successful integrated marketing campaigns for the country's most recognized brands.

Alexander attended King's University in Halifax, completed the Canadian Securities Course and is an avid pilot, oil painter, sailor and occasional member of the Harvard Band (tuba). He is married with two children.