The big problem

Laurie Stross came to us with a revolutionary invention he created that needed proper branding so he could market it effectively. During an initial phone conversation, the explanation of his product was hard to visualize. We struggled to imagine what this product was and how it worked. That was until we were given a live demo.

It was at that moment when we were given a live demonstration that we saw a huge opportunity to help Laurie properly sell this patented invention to his desired target audience.

The client

Canadian Load Divider Dollies

Fort Saskatchewan, Alberta Canada 

The plan

We knew this branding project had to begin with a demonstration of Laurie’s invention. After we saw what it looked like, how it worked and what its value proposition was, we had to come up with a branding solution that would help him move forward without creating confusion.

Laurie is an HD Mechanic by trade and this invention of his was serving a personal need. He built it because he saw hotshot services committing hauling violations and creating safety concerns. This invention was created to eliminate problems for himself and other operators when hauling heavy loads.

His natural salesmanship made it easy to understand the product when in person. But we quickly determined that for him to scale, we had to create a brand and marketing channels that would sell his invention without his presence.

Our plan was outlined:

  • Create a professional visual presence.
  • Understand his target demographics in great detail.
  • Write USPs and copy that was easy to understand and free of technical jargon.
  • Create a web presence that would demonstrate the product without creating any further confusion.
  • Create supplemental marketing materials so he could do what he was great at – selling.
  • Create videos to further enhance the selling experience.

The tangible outcomes

Laurie is a patriotic man. He insisted that we had a “Made In Canada” element to the logo design. We also had to be aware that this invention is only the start of a line of products. The logo needed to be versatile.


Logo Design, Positioning Statements, Website Design, Banners & Signage, Business Card Design, Tradeshow Display Design, Vehicle Wrap Design.

The identity system

We created a stunning versatile logo design that told the story of Canadian Load Divider Dollies. A corporate colour palette, typeface selection and logo variations were also developed.

The marketing channels

After we created strong unique selling propositions and copy for his marketing channels, we began working on his website.

The key was to grab the visitor’s attention and let the website lead them on a journey that explained the product without confusion. Laurie is a natural educator so we integrated the language he would use when selling this equipment in person. 

We knew that the demographics he was targeting would understand certain language and tone, so we scripted the website copy to match Laurie’s personality.

Laurie mentioned to us how often he would be pulled over by truck drivers as he drove around with his demo unit. There was an opportunity there to generate interest in the product so we created print materials for Laurie that he could hand out while commuting around the city.

The tangible results

We continue to work with Laurie to help him create continued success with this revolutionary product he has invented. In the Summer of 2021, his product was featured in Motortrend Magazine online and was one of their best-performing articles ever. This has created further interest from the Editors at Motortrend Magazine. 

Do you want to achieve success like this client?

Let’s talk about your business problem and find out what success looks like to you. before you reach out read the FAQs below to learn more about how we work with our clients. Then contact us to schedule a video call.


How much does it cost to work with us?

Our minimum level of engagement for customized packages starts at $15,000 CAD and can go up from there depending on the size of your company and the scope of the complete project.

Who do we work with?

We work really well with automotive business owners and companies that fit the following criteria:

  1. They have 3 or more employees.
  2. Their business has been operational for at least 2 years or more.
  3. The company serves or operates in the aftermarket industry. They manufacture, distribute, use, buy or sell automotive specialty parts/accessories. Or they make 4-wheeled vehicles look better, go faster or become something new. Examples: performance shop, parts manufacturer, car repair, parts distributor, etc.

There are many amazing automotive business owners in different types of journeys. We want to help as many of you as we can. Please tell us about your journey!

How long does a project take to complete?

Brand Marketing can be done in 30 days if you need accelerated services.

Generally, each project takes 1-12 months, depending on the project's scope.

Business owners and key decision-makers are required to be involved with the process because our approach is very collaborative.

Can you help me even if I am not in your country?

Absolutely. Technology has made it very easy for us to give the same experience to clients outside of our country. We can video chat, conduct phone calls and if required, travel to your city. If you need more information about our services for clients, please contact us.

I have an in-house design team, can you work with us?

Absolutely! Here's something you may not know. We can work side-by-side with your in-house team in a collaborative manner. We can also offer your team training, systems & processes refinement and guidance if required.

Do you participate in RFPs?

If you have already chosen a company to work with and are looking for a price to ensure your chosen company is playing fair - we are happy to give you quick pricing through email. Otherwise, it is our policy not to participate in RFPs.