September, 2020 Craig Motlong

Finding the sweet spot: naming and identity creation for startups

The creation of the Joywell brand was a process of rigor, creativity, and finding the emotional resonance that sits between the two. The outcome is a brand born of vibrancy, happiness, and the...
September, 2020 Adam Shigem

Values, action, and purpose: a new era of brands in America

We are entering a new era of brands. In Phase One of our research across April, May, and June 2020, we discovered Americans are dealing with economic concerns over COVID-19 and its effects by...
September, 2020 Faye Kim

Starting a new office job in a remote, COVID-19 world

It was about six months ago when COVID-19 started rapidly moving across the US, announcements of stay-at-home orders appeared, and individuals began retreating into their homes. Since then, we’ve...

PowerPoints, projects, and pajamas: our virtual internship experience

Intern 1: Hi I’m Colin!   Intern 2: And I’m Nathan!   Colin: And we are this summer’s interns extraordinaire here at Northbound.   Nathan: And what a summer it's been...   (Both Laugh)   Colin:...
August, 2020 Kristen Baker

How to craft a brand strategy for non-profits

Brand people and non-profits have a lot in common. We are purpose and people-oriented. We are problem solvers who are looking for something greater than ourselves. And most importantly, we are...