How One Twenty Three West Became Canada’s Most Trusted Curators of Brand Transformations

Across industries, brands that once dominated the market are now struggling to maintain their positions. The rise of new players—especially in tech—has forced established companies to rethink their branding strategies. As Scot Keith, founder and CEO of 123w, puts it, brands must “innovate or die.” He notes the urgency for transformation which is driving companies, particularly heritage brands, to seek fresh perspectives and innovative solutions.

“There are so many brands that were number one or two for decades, and now they’re number four and falling,” he tells me. “Executive teams understand they have to evolve and communicate why they’ve changed.” More and more brands understand the necessity of evolution, creating an opportunity for agencies like 123w to step in and redefine brand narratives, ensuring these companies can compete and thrive. 

Brand transformation is a specialism of the creative agency, who can help businesses from a diverse array of industries change or evolve their identity, positioning, and messaging to better align with evolving market demands and consumer expectations. From redesigning visual elements to redefining brand values and creating a cohesive strategy that resonates with target audiences, the idea and design collective continue to prove they can help clients tell their stories better and thrive in a competitive landscape.

Among the standout brand transformations for 123w this year is their work with Saje Wellness. Originally founded in Vancouver, the wellness brand has expanded across North America, transforming its entire business model to include a wider range of natural wellness products. 

“We loved working with the  team because they have been changing their entire business,” explains Scot. This particular transformation involved a comprehensive strategy that integrated their new product lines into a cohesive brand identity, allowing Saje to tell a more compelling story that resonates with modern consumers. “When we do this type of work, everything works together. We do it strategically and efficiently based on what the client actually needs.”

Elsewhere in the tech sector, a very different type of rebranding for Safe Software showcases 123w’s ability to elevate B2B brands. Given the rapidly growing nature of this industry, Scot emphasises the importance of brand investment in this space: “A lot of companies in the B2B area are just lazy. They don’t invest in brand. But when they do, we see dramatic gains.” 

The results were tangible—the new brand transformation helped create value, with Safe Software reporting increased company valuation in the months following 123w’s campaign work. 

What sets 123w apart in the competitive landscape of brand transformation is their integrated team approach. “We don’t work in departments because that discourages seamless teamwork,” Scot explains. Instead, their philosophy fosters collaboration between strategists, creatives, and client teams, ensuring that every campaign is not just a project but a holistic effort. The result? A streamlined process that delivers effective, resonant brand transformations.

This integrated model also allows 123w to offer comprehensive solutions, addressing every touchpoint of a brand’s identity—from digital presence to in-person interactions. For example, their work with Safe Software encompassed everything from presentation materials to office branding, ensuring that each aspect of the company reflected its renewed identity.

Every brand transformation project is a learning opportunity for 123w. Scot highlights the lessons gained from working with diverse clients, emphasising the agency’s commitment to adaptability. “We’ve got this entirely dialled in with an integrated team,” he says, showcasing how each campaign informs their strategy moving forward.

This adaptability is critical as brands increasingly recognise the need for continuous evolution. Scot points out that “the companies who are already doing great but have a mediocre brand need to invest in their brand to hit that amazing tipping point.” This ability to identify and exploit these moments is what keeps 123w’s clients ahead of the curve.

According to Scot, 123w has a bright future ahead. The agency is investing in talent to maintain its edge in the brand transformation space and is “perfectly set up to help companies modernise.” By nurturing a skilled team of strategists, creatives, and production experts, 123w is well-equipped to meet the evolving demands of clients across industries.

Their focus on brand transformation is not just about aesthetics; it's about creating value and ensuring clients can effectively communicate their stories. As Scot puts it, “We drive brand value.” This holistic approach positions 123w as a critical partner for companies looking to navigate the complexities of modern branding.

Scot encapsulates the essence of their work: “We are dominant in brand transformations. Many companies don’t even know they should be doing this until they’re failing.” With an unwavering commitment to excellence and a track record of success, 123w is poised to continue shaping the future of brand identity in Canada.

As more organisations recognise the imperative to evolve, One Twenty Three West will undoubtedly remain at the forefront of brand transformation, helping clients tell their stories better and thrive in an increasingly competitive landscape.