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, we 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 and written by DKW.
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 a musical experience!