Strategic Focus:

Strategic Focus:

Replace ‘Best Rate Syndrome’ with a ‘Partnership Advantage’ mindset.

Client

Situation & Ask

Client Situation & Ask

In 2015 Inglis Commercial Mortgages Inc. walked through our door confronted with 3 challenges:

1

The true value they were bringing to commercial developers was only appreciated after they worked with them.

2

The term ‘commercial mortgage broker’ came with category baggage. The common perception being that you only contacted a mortgage broker as a last resort, after the banks had turned you down.

3

Many commercial developers were primarily focused on finding the best rate.

Partnership

Greg Inglis and Richard Tower initially came to us because they were tried and frustrated of being lumped into the same category as other Commercial Mortgage Brokers. They challenged us to help them uncover and tell their story – one they knew spoke the language of successful commercial developers. The only hesitation from Greg at the outset of our relationship, was his belief that it would take months (maybe even years) for us to fully understand and appreciate the value of their approach and process.

Clarity &

Opportunity

Clarity & Opportunity

After the homework, category research, discovery activities, and numerous chats with Richard and Greg – we eventually learned 3 things:

1

These were obsessed with market research, validation and eliminating unknowns;

2

Their approach made identifies priorities that made ‘the best rate’ mindset obsolete; and

3

Their ability to package commercial projects made a lender’s job easier to green light – which resulted in multiple opportunities for their clients which often surpassed the original ask.

Big Picture Strategy

& Actions

01

Create a company name that reinforced the DNA of their story.

Everything Greg and Richard were doing in 2015 was built on a foundation of being entrepreneurial, tactical and intelligent – so the idea of having a name that subconsciously communicated intelligence was a no brainer for our team.

The name also needed to remove the stigma attached to the term ‘mortgage broker’. We achieved this removing the word broker, and replacing it with the word ‘strategy’.

02

Develop a Non-Traditional Visual Identity

Telling someone you are smart is a recipe for ‘eyerolls’. So we knew that the ‘iQ’ element needed to serve as a professional, yet humanizing beacon. It needed to be subtle, yet memorable.

03

Create a Website that Screamed ‘Credibility’.

The iQ website needed to speak the language of successful developers and lenders, feel authentic – but simultaneously let people know that the iQ team didn’t think or work like the average commercial mortgage broker.

04

Provide an Opportunity to Meet the iQ Team Online

We created the ‘Market Insights Video Series’ so potential clients would have the opportunity to experience how the brand and its people think and work, before they ever met.

05

Develop a Market Intel Tool

We created a weekly iQ Market Insights Report with market information ‘smart developers’ would want to track.

Growth & Results

Since 2015

1

Gone from securing 25MM to 2B in commercial mortgage financing.

2

Grown from 4 to 16 team members.

3

Office locations in Moncton NB, Halifax NS, and Ottawa ON (2025).

4

Established proven relationships with  50+ lending sources.

The Seamless team is top notch! What we liked the most is Darren’s direct candor, willingness to be real, and their team’s creativity. Seamless Brand has helped our business grow by rethinking our brand’s story and visual identify, and by overhauling our website and overall internet presence.

Seamless Brand Marketing has increased our domain authority, which has led to increased traffic to our site since we’ve made the switch. Seamless’ approach is very intense and inquisitive. They truly immersed themselves in our brand, and got a true feeling of our company, people and culture before they got to the design table.  They have delivered results to our company in measurable ways and continue to be part of our team as we evolve. We value this partnership deeply and look forward to working with Seamless Brand for many years to come.

Ryan N. Pessell

President

Hitchings Insurance

The team at Seamless Brand Marketing has been great for UNIPCO.  They helped develop our identity and build a seamless approach to communicating our value through our website, social media, POS materials, presentations and other marketing assets.  We have clarified and simplified our message which has helped us grow our Membership as a result. They are extremely responsive to our needs, and have the expertise needed to show real results.

Matt Doiron

CEO

UNIPCO

I’ve worked with the Seamless Brand team for over 10 years on a number of strategic company growth initiatives, and marketing campaigns (Champlain Seafood being the most recent). They have a unique, unvarnished and engaging approach that helps you uncover and tell a story that matters in the hearts and minds of your best customers.

I’ve also had the opportunity to lead different companies and engage various marketing agencies during my career; and in my opinion Seamless Brand Marketing is the best and only team you need to partner with!

David Saucy

COO & CFO

Champlain Seafood

FIVE STARS is how I would describe our experience with Seamless Brand.

We’ve worked with Seamless Brand Marketing since 2019 when they initially helped us tell our Ashford Properties story, and then created the name and brand for our new multi-residential division (Ashford Living). The team’s methodology is organized, efficient and they show great attention to detail in helping us make informed decisions – all while navigating, solving problems and challenges with strategic planning and execution.

Sometimes they were at the forefront other times working in the background, but at all times fundamentally working with us to resolve issues to better our company’s position in the marketplace. Which is why they also became our strategic partner in the social media sphere.

Seamless Brand is more than a marketing team. For us it was a strategic partnership from day one. Every need or challenge that continues to pop up, they give us options.

Pierre Ouellette

Pierre Ouellette

Ashford Properties & Ashford Living

We first partnered with Seamless Brand Marketing in 2013, when they developed our original branding, and we’ve been impressed with their approach ever since. Fast forward to 2025, and what we appreciate most is how much thought they continue to put into really understanding who we are as a brand, and how we stand apart in our industry.

They took the time to explore our values, our people and our story, ensuring that everything they created reflected our unique identity. Their ability to capture and communicate what makes us different felt natural and genuine, which made all the difference in connecting with our clients.

If you’re looking for a team that takes the time to get it right and truly cares about telling your story, Darren, Ryan and the crew are your guys.

Denis Arsenault

President & Founder

Spitfire Design Co.

The team at Seamless Brand Marketing really took the time to understand our business and story we wanted to live and communicate to our ideal client type. They challenged us with their special brand of questioning to identify WHAT WE ARE and WHAT WE ARE NOT.

Their process is an experience. They will get to know you so well, that you will end up knowing yourself better and thinking differently about your company. As a business owner and leadership consultant, I continue to recommend Ryan & Darren to our clients so they can uncover their unique value proposition, develop their story, and accelerate their ability to attract the right customers and employees.

Stewart Pollard

President

Shift Leadership

The Seamless Brand owners listened to what I wanted, asked a bunch of questions … and then …. completely took us down a different path within minutes of our first introduction. After the very first meeting Darren & Ryan I knew what we needed to tell our story, was much different than our premeditated strategy.

Their passionate engagement and transparent approach wasted no time getting us to the next steps. Some homework, discovery session and a few weeks later our “Playbook” was presented to us. They absolutely nailed our story from head to toe. It quite frankly, was  humbling how accurate it was.

The process felt as if you were all living together in the same apartment while never holding any punches to achieve what we needed in a very efficient communicative manner. Our existing clients now know who we are more clearly, and new ones are confident and excited to learn more about us. They get exactly that… they know what they are expecting before they contact us. Best story ever.

Jason Carnahan

Former Owner

CPM

If you give these guys some creative freedom, get ready to be knocked out of your shoes once they show you their ideas! Somehow, they seem to know us better than we know ourselves and it’s always refreshing to discuss with people who are as passionate as I am about my business and the story we all work to have clients and teammates experience.

They have helped us by focusing our behaviours, messaging and processes to help us consistently tell and live a story that separates us from the industry norm.

The entire Seamless Team cares about their clients – and that becomes more and more obvious as they become invested in getting to know you and your business. They come in with a fresh set of eyes, and know exactly where to focus their attention to achieve results that go way above expectations!

As a contractor, we know our partnerships can make or break us –  that’s why we only trust people who take pride in their work and stand behind it. There is no doubt about it the entire team shines above! When you have owners who give a shit about what they do, the results are kick-ass!

Alex Normandeau

Partner / Owner

CPM

In 2013, we knew our brand wasn’t where it needed to be, but we couldn’t pinpoint why.

That’s when Darren, Ryan, and their incredible team stepped in. They performed a deep dive into our brand, uncovering the story we didn’t even know we had. Fast forward 12 years, and thanks to Seamless Brand Marketing, Excalibur has become one of the most recognizable and trusted insurance brokerages in the industry.

The Seamless team is more than a partner, they’re family. Our collaboration has been creative, energizing, and transformative. They don’t just help us tell our story; they help us live it.
Seamless Brand is hands down the best marketing and branding agency, pound for pound, in Canada – and their work in the USA is equally exceptional. If you want a partner who can elevate your brand to extraordinary heights, these guys are the team to call.

Jeff Roy

CEO

Excalibur Insurance

Since 2015, Darren and Ryan have been trusted strategic partners, consistently demonstrating authenticity and integrity – qualities that make this partnership invaluable.

The Seamless Brand makes turning ideas into reality effortless. They’ve been integral to our growth, helping shape our outward image and played a key role in our rebranding and internal story as “iQ Commercial”.

Their team-based approach ensures high-quality results without the need for our own in-house marketing staff, giving us flexibility and horsepower that we would not have otherwise.

Greg Inglis

Managing Partner & President

iQ Commercial Mortgage Strategy

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