September,
2020
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
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
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...
August,
2020
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
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...