They
They (Passage Branding) is a Belleville, Ontario-based brand identity and digital experiences agency offering brand strategy, web design, app development, and marketing services to sports, healthcare, government, and commercial clients on a project basis.
- Company typePrivate
- Founded1997
- HeadquartersBelleville, Canada
- Headcount1–10
- GTM typeB2B
- OfferingServices
What They does
They, operating under the legal entity Passage Branding, is a small Canadian brand identity and digital experiences agency headquartered in Belleville, Ontario. Founded in 1997 and operating with a team of 1-10 employees, the firm delivers brand strategy, visual identity systems, web design, app development, and marketing services to clients across four primary verticals: sports organizations (notably Lacrosse Canada and Rowing Canada), healthcare (Soldiers' Memorial Hospital), government and public sector (Belleville Police), and commercial and retail clients (Storey Team). The portfolio also extends into personal branding services. The agency's product surface is organized around dedicated vertical sub-brands (Sports Branding & Digital, Health & Wellness Branding, Commercial & Retail Branding, Personal Branding) layered over a core offering of Brand & Design, Digital, and Marketing services.
The business runs as a project-based professional services model, with publicly disclosed budget tiers ranging from under $10,000 to $40,000 and above, plus an option for prospects who are unsure of their budget. Pricing is supplemented by multi-year contract availability. Client acquisition is sales-led and website-centric, driven by a structured three-step intake form on passagebranding.com that captures business overview, competitors, project goals, budget, and desired services before routing to direct engagement. Marketing and distribution rely on portfolio and case-study content (notably the Lacrosse Canada and Rowing Canada projects) rather than paid channels or intermediary partners. There is no disclosed revenue, no external funding, no parent company, no acquisitions, no patents, and no management team information in the source material — operating geographies are evidenced as primarily Canadian with the website intake form supporting international leads.
They firmographics
Firmographics- Name
- They
- Legal name
- Passage Branding
- Website
- https://workwiththey.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- They (Passage Branding) is a Belleville, Ontario-based brand identity and digital experiences agency offering brand strategy, web design, app development, and marketing services to sports, healthcare, government, and commercial clients on a project basis.
- Ownership category
- akta.pro rank
They industry classification
Industry- Product category
- Brand Identity & Digital Design Services
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Packaging & Brand Identity Creative Agencies (MPAAAAAN)
- akta.pro secondary industries
- Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB), Naming & Verbal Identity (BPAFAEAB)
Keywords
Where They is headquartered
LocationHeadquarters
- HQ city
- Belleville
- HQ country
- Canada
- HQ region
- North America
Markets served
They business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Brand & Design Services: Professional services revenue from brand identity, brand strategy, and design services for sports, health, commercial, and personal branding projects.
- Digital Services: Revenue from web design, app development, and digital marketing services delivered as project-based engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based pricing with defined budget tiers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
They product offering
Product offeringCore offering
They (Passage Branding) is a brand identity and digital experiences agency that delivers brand strategy, visual identity systems, web design, app development, and marketing services. The firm takes on project-based engagements for clients across sports organizations, healthcare providers, government agencies, commercial brands, and individuals seeking personal branding. Services are scoped and priced per project using predefined budget tiers.
Product overview
They (Passage Branding) operates as a brand identity and digital experiences agency offering a unified service portfolio combining brand & design, digital, and marketing capabilities. Their core offerings include brand identity development, sports branding & digital, health & wellness branding, commercial & retail branding, and personal branding services. The agency also provides web design, app development, and marketing as complementary services. Their approach integrates digital solutions with traditional branding to deliver comprehensive brand experiences.
Differentiator
Problem solved
Functional benefit
Companies that use They
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
They technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
They partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
They competitors and assessment
Company assessmentDirect peers
- Rethink: Vancouver-based independent creative agency serving brand, advertising, and digital mandates. Comparable to Passage Branding as a mid-sized Canadian independent offering brand identity and creative services.
- Bruce Mau Design: Canadian design firm focused on brand identity, strategy, and large-scale visual systems. Comparable to Passage Branding in specializing in brand identity work for ambitious clients, with a similar design-led positioning.
- LG2: Quebec-based independent creative agency with brand strategy, advertising, and digital capabilities. Comparable as a Canadian creative agency competing in the same brand identity and design space.
- Octagon: Global sports marketing agency specializing in brand strategy, sponsorship, and digital experiences for sports organizations. Directly comparable to Passage Branding's sports branding specialization.
- Sid Lee: Montreal-based creative agency offering brand identity, design, and digital experience services. Directly comparable to Passage Branding as a Canadian full-service brand and digital agency with a multi-vertical portfolio.
- Zulu Alpha Kilo: Toronto-based independent creative agency offering brand, advertising, and digital services. Comparable as a Canadian independent competing in the mid-market brand identity space.
- Cossette Communications: One of Canada's largest full-service marketing and communications agencies, offering brand strategy, advertising, and digital services. Comparable to Passage Branding as a fellow Canadian creative agency, though at meaningfully larger scale.
Broad incumbents
- Landor & Fitch: Global brand consulting and design firm with deep experience in sports, healthcare, and public-sector branding. Comparable to Passage Branding's core brand identity offering, but operating at a much larger scale with broader capabilities.
- Pentagram: Globally recognized design firm offering brand identity, visual systems, and digital experiences. Comparable to Passage Branding in the brand identity and visual systems domain, though at a much larger scale and with a partner-led model.
- Interbrand: Global brand consultancy providing brand strategy, identity design, and brand valuation. Comparable to Passage Branding's brand strategy and identity development work, with a heavier emphasis on enterprise consulting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
They social profiles
Digital presenceThey financial estimates
Financial estimateRevenue estimate
Valuation estimate
They leadership team
Management profileNumber of profiles
They funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
They M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about They
What does They do?
They (Passage Branding) is a brand identity and digital experiences agency that delivers brand strategy, visual identity systems, web design, app development, and marketing services. The firm takes on project-based engagements for clients across sports organizations, healthcare providers, government agencies, commercial brands, and individuals seeking personal branding. Services are scoped and priced per project using predefined budget tiers.
Is They a public or private company?
They is a private company. It is classified as unknown and is currently operating.
When was They founded?
They was founded in 1997. It employs 1 to 10 people.
Where is They based?
They is headquartered in Belleville, Canada, in the North America region.
How does They make money?
Two revenue lines are on record. Brand & Design Services are the primary driver. The others are digital Services.
Who are They's main competitors?
Direct peers on record are Rethink, Bruce Mau Design, LG2, Octagon, Sid Lee, Zulu Alpha Kilo and Cossette Communications. Broad incumbents are Landor & Fitch, Pentagram and Interbrand.
Does They have an API?
No public API is recorded for They.
What industry is They in?
They's product category is Brand Identity & Digital Design Services. Its primary akta.pro industry code is MPAAAAAN, Packaging & Brand Identity Creative Agencies, with a secondary code of MPAAAEAB, Naming & Verbal Identity (Taglines, Messaging). Its SIC code is 7311.