a Brand Revitalization
Where we started
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. On the visual front this began with the realization that the company’s logo and typography didn’t effectively represent what the organization could now deliver. Critical Path had come a very long way from a man on a bicycle delivering floppy disks, CDs, and film between photographers, designers, and ad agencies! The sort of bohemian edge of the current brand expression wasn’t appropriate for a grown up.
What we did
We worked closely with a senior Critical Path team to garner their thoughts on what set the company apart from any other company moving stuﬀ from point A to point B. Our approach with Critical Path was based upon our insight that in many cases a company’s stories are as, if not more important, than 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 memories of Critical Path personnel to uncover stories which legitimized the company’s claim. These stories are told visually and verbally through the company’s website, vehicle livery, publications and marketing literature.
Where we came to
We highlighted the true stories that make Critical Path unique. Which was the recurring theme of always finding a way to say yes to their customer's requests.