GHY Brand Identity

Since 1901, GHY International has pioneered customs broker and international trade solutions through Canada and U.S. borders.

The challenge they brought to us revolved around getting clear on what truly made them unique. Through Branding from the Inside Out, we came to understand that, at their core, they focus on building intimate, long-term customer relationships. Within the context of the commoditization of customs brokerage, this set GHY apart in the market.

With this guiding principle in mind, we helped them rearticulate their core values and define a purpose statement that both their internal and external audiences could connect with: GHY. We free trade.

The next step for the company was to ensure that the employee brand experience was consistent with the exceptional level of care they present to their clients. We helped lead GHY through a “cultural rejuvenation” program, including a series of workshops and training for employees. We helped them articulate the key components of their culture, and developed “CARE,” an internal framework that clearly expresses the expectations and values that guide each employee’s daily behaviours.