June, 2021 Northbound Team

What is Brand Integrity and Why Do You Need It?

Did you know that 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first 10 years? Transformative technologies are driving...
May, 2021 Northbound Team

Founders Q&A: The Journey Northbound

During this Founders Q&A, we interviewed Northbound Founders, Michelle McRae Managing Partner and Samantha Temple Neukom, Chief Brand Officer to get to know the journey of building this women-owned,...
January, 2021 Faye Kim

Creating brand guidelines for impact

Here at Northbound, we build purpose-driven brands. A spotlight on brand purpose enables brands to connect with employees and customers, orient the organization, and drive business results. A strong...
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...