Livingston International is – as it has been for many years – Canada’s foremost customs brokerage and compliance brand. To meet its growth targets, Livingston set upon an aggressive growth strategy of acquisition.

The U.S. presented the best opportunity, but Livingston was not well known there. They needed a strategic repositioning of their brand that would enable an aggressive “challenger brand” stance against firmly established players, like FedEx and UPS, but preserve the long-standing equity of the brand with a committed client base in Canada. The brand positioning and expression had to appeal equally, and credibly, to potential clients and potential acquisitions.

After a series of internal workshops, and following external insights derived from customer research, the result was a new brand positioning expressed through an evolved brand identity program. It comprised refreshed visual and verbal assets that included a fresh tagline, an image library, a refined colour palette, and updated typographic style. This was broadcasted by expansive use of print, digital, and social media targeting their highest-value audiences. (In collaboration with Profis.)