To differentiate your offering in a commoditized market poses a real challenge so when the courier company Critical Path Express found itself struggling it asked Orange Keel to elevate its brand presence.  Through insightful interviews and information gathering, Orange Keel uncovered the stories that genuinely set Critical Path apart and justified its tagline “Anything. Anywhere. Anytime.”   These stories are told visually and verbally through the company’s website, vehicle livery, publications and marketing literature.  All designed by Orange Keel.

Our approach with Critical Path was based upon our insight that in many cases a company’s stories are as, if not more important, that its products.  Where Critical Path genuinely differentiates itself in the courier market is in its willingness to say yes.  They truly believe in their stated vision of Anytime, Anywhere, Anything.

So Orange Keel dug into the archival memories of Critical Path personnel to uncover stories which legitimized the company’s claim.  You can read several on the site but just to entice you here’s just one example that shows how Critical Path can even deliver to No Wher

Pretty much anyone can get a package from point A to point B. Very few can get your shipment from somewhere to no where.


The logistics of no where
An emergency medical helicopter service relies on our ability to deliver no where! On many occasions the service is called to evacuate injured or ill people from extremely remote areas. In the unlikely event that the equipment suffers a mechanical breakdown, the people on the ground know that rapid deployment of mission critical components is essential. So while almost anyone could accomplish this within well defined, easily accessible parameters, the emergency service trusts no one except Critical Path to deliver the goods.