June,
2021
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
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
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
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...