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, 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 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.