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.


Who do you work with?

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

  1. They have 3-50 employees.
  2. Their business has been operational for at least 2 years or more.
  3. The company is cash-flow positive.
  4. The business owner has a yearly marketing budget of $25,000 CAD or more.
  5. The company is going through some sort of transition - moving, growing, changing direction, franchising, selling, purchasing a competitor, expanding operations, etc.
  6. Lastly, they are an automotive company 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. This might be a 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 much does it cost to create brand?

We like to look at branding as an investment, not a cost. Because you will get a return on investing in your brand. In most cases, branding services require an investment anywhere from 3-10% of your annual gross revenue. Our minimum level of engagement starts at $5,000 CAD and can go up from there depending on the size of your company and the scope of the complete project.

Is branding really that important?

We believe it is in today's economy.

It's no secret that everyone's BS radar is on high. Authenticity is being scrutinized. Transparency is being celebrated. People crave to support and be part of communities. Your business and brand are a community.

What do your customers say about you when you are not in the room? How do they feel when they look at your image? What's the retention rate of your clients? Do they scoff at your prices or are they happy to pay you what you feel you are worth? How do your employees feel when they work for you? Do you have high turnover with staff or extreme loyalty?

These are questions that can be addressed with a well-executed brand.

You see and hear about other brands all the time. You may have been jealous or curious about these other companies and what they have achieved internally and externally. It's cult-like. It's a community and it's so fucking powerful when done right.

Learn why it's important by reading this article we wrote.

How long does it take to brand my company?

Branding can take as quickly as 30 days to complete if you need accelerated services. Generally, each project takes 30-120 days and becomes a long-term relationship. Business owners and key decision-makers are required to be involved with the process because our approach is very collaborative.

What ROI can I get from Branding?

We have seen increased sales & referrals occur to clients after they launch their new image and brand.  Their perception increases. Customers become more aware. Customers find their new image more appealing to their needs. Business owners and employees shift mentally. There is increased engagement from staff. Owners become inspired once again. They no longer see themselves as the ‘little guy’. They are more confident. They become proud of their image. If you are looking for revenue gains and other numbers and statistics, please call us. We have case studies we can share.

I already have a logo and website, can you work with my company?

Absolutely! We can work with your existing visual identity quite easily. Our brand development services create the foundational elements that are often overlooked or simply put together haphazardly. We can bring consistency to your brand by including the existing visuals of your company.

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

Yes we can. 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. Our owner Dennis Michael started his career as an in-house creative so he understands the department and dynamics. We can work side-by-side with your in-house team in a collaborative manner. We can also offer training, systems & processes refinement and mentorship to your team if required.

Who does the work?

We focus on what we are really good at and nothing more. When it comes to graphic design, website development, marketing services, writing, SEO, etc. We bring on only high-quality, personally vetted, trusted professionals to help with the work that is beyond our scope. Think of us as your creative director/project manager when other services are included in your scope. If you have an in-house team, excellent! Let's work together.

We have a lot of working knowledge in all areas of design and marketing (enough to make us dangerous) so we can ensure our clients are being served very well. It allows us to communicate with our partners effectively, maintain a high level of quality and create a level of accountability.

What is the difference between branding and logo design?

Branding is more than visuals. It's the complete ecosystem of your company that makes up the brand. What people say, think and feel about your company.

Whereas logo design is one element in the whole brand experience. It's an important one though because your logo is your workhorse. It will be applied everywhere and act as your first point of contact with any prospect.

Do you participate in RFPs?

It is our policy to not participate in RFPs.

I have someone who needs branding help but they're not an automotive company. Can you help them?

Absolutely! We can refer you to our sister company, Wake Creative. Reach out to us and we can make an introduction.