Courtney Agencies

Courtney Agencies, a trusted Canadian customs brokerage and freight forwarding firm with a long-standing reputation for reliability, found itself at an exciting turning point. While proud of its strong legacy, the leadership team recognized an opportunity to evolve and modernize the brand. They set out to reposition the company as a purpose-driven enterprise–one that reflects today’s values, embraces innovation, and better connects with the needs and expectations of modern customers.

What We Were Hired to Address

While the company’s service model had modernised, its external image had not. Leadership recognised the need to reposition Courtney Agencies as a purpose-driven, forward-facing enterprise aligned with contemporary values and expectations. The challenge was to reflect the company’s innovation, reliability, and relevance in a way that resonated with today’s clients and partners.

Research / Strategy

We began with an intensive discovery and planning process to build internal alignment and establish a modernised identity that would stand the test of time.

Success for Courtney Agencies meant:

• A compelling brand platform rooted in a clear mission, strong values, and consistent tone of voice.

• Enhanced internal alignment, enabling the team to confidently express and deliver the new brand.

• A unified identity system that projected clarity, professionalism, and trust.

• Improved relevance, visibility, and client engagement through strategic communications.

• A customer-focused digital presence that communicated value and facilitated service navigation.

Strategic activities included:

• Stakeholder Research: Interviews and collaborative discovery sessions with leadership, team members, and key clients to surface perceptions, priorities, and opportunities.

• Brand Platform Development: Definition of purpose, positioning, values, and voice—translated into a unified platform to guide messaging and creative execution.

• Messaging Strategy: Content frameworks were created to clearly articulate services and differentiate Courtney’s offerings in a competitive market.

Actions / Execution

We delivered a comprehensive brand transformation, combining strategy, design, content development, and technical build-out.

• Corporate Identity System:

  • Redesigned logo, colour palette, typography, iconography, and design principles.

  • Brand guidelines and internal tools to support consistent application across all communications.

• Marketing Materials & Advertising:

  • Development of print and digital materials, including brochures, presentation decks, corporate stationery, and trade advertising.

  • Story-driven messaging designed to communicate trust, innovation, and purpose.

• Digital Build-Out:

  • Full website redesign with improved information architecture, clearer service descriptions, and enhanced user experience.

  • Built-in tools for customer interaction, a resource centre for customs and freight guidance, and analytics to track user engagement.

  • SEO-focused content and infrastructure to improve search performance and discoverability.

• Rollout & Engagement:

  • Launch plan including internal training and onboarding, stakeholder communications, and coordinated brand reveal.

  • Provided support for integrating the new identity across financial documents, proposals, marketing content, and customer touchpoints.

Outcomes / Results

Courtney Agencies emerged from the transformation with a revitalised brand that honoured its heritage while looking firmly ahead:

• A clearly articulated mission and values expressed through a modern visual and verbal identity.

• A new website that improved customer confidence, clarity, and conversion—while reinforcing leadership in the sector.

• Stronger stakeholder and team engagement, with alignment around the refreshed brand vision.

• Enhanced reputation and increased visibility among peers, clients, and industry partners.

• A strategic foundation for future communications, digital marketing, and client acquisition efforts.

The result is not just a refreshed brand—but a renewed focus on purpose, relevance, and readiness for growth in a changing industry.

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