Northbound

BACKGROUND

Please describe your company and position.

I am the VP of Product of Genasys

Describe what your company does in a single sentence.

We help first responders and citizens prepare for and act in an emergency.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Northbound to accomplish?

Help us project a unified brand representing multiple acquisitions as a sum greater than the parts

SOLUTION

How did you find Northbound?

Other

Why did you select Northbound over others?

Great culture fit, Company values aligned, Other

What was the size of Northbound’s team?

6-10 Employees

What was your primary form of communication with Northbound?

Virtual Meeting

Describe the scope of work in detail. Please include a summary of key deliverables.

Northbound helped us understand our internal value, current employee perception of our brand and offerings, and customer perception of our band and offerings. Northbound did internal interviews, interviewed our customers and potential customers, and a market analysis. 

Northbound did a deep inventory of our current products and offerings And positioned them against competitors in the market. Northbound helped us understand the unique position we wanted to hold in the market and helped us form a story and plan to get there.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We had phases, milestones, and shareouts of our findings

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Northbound was 100% on time and clear about what we and they needed to do to keep the project on time.

What did you find most impressive or unique about this company?

We highly appreciate the empathy they showed for us and our mission.

Are there any areas for improvement or something Northbound could have done differently?

We wish we could’ve gotten a sooner the key deliverables that keep the internal stakeholders, excited, such as the new name, logo, and tag lines. Toward the ends of the project, some stakeholders became inpatient.

BACKGROUND

Introduce your business and what you do there.

I’m the experience design and marketing director for Northwest Center. We have multiple nonprofit mission services and programs that support children and adults with disabilities from birth to retirement and throughout their careers. We also provide tools for teachers to make inclusive classrooms, support for families, and employment services.

In my role, I oversee the design and development of our digital platforms, including our website. I also handle our marketing campaigns, optimize our channels for traffic and conversions, support our creative work, and oversee our copywriting and SEO.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

Our janitorial and building maintenance division originally had a different name. We needed to rebrand and rename that division, so we hired Northbound to help us with that.

SOLUTION

What was the scope of their involvement?

Initially, we went through a discovery and analysis process based on understanding our janitorial and building maintenance division and its current messaging. During this process, Northbound did interviews with the different stakeholders and divisional leaders within the organization to help develop a brand story and core messaging for the company as part of the overall rebranding project.

Then, Northbound helped us with foundational messaging, core messaging, and positioning improvement for said division. We worked together on describing our company as a social enterprise and finding a balance between providing B2B services and conveying our mission of working around disabilities and inclusion.

Historically, our messaging was really cluttered. There was so much to the company, and people in marketing and communications struggled with finding clarity in the messaging. Therefore, Northbound helped us with that.

We also came up with a series of names to rename the company; we went through a couple of naming rounds. Moreover, Northbound helped us review the redesigns we were working on for our website to go along with the rebranding. Their team provided us with comments and feedback. Additionally, they supported us on how to tie in our messaging throughout the website.

What is the team composition?

In total, there were 3–4 teammates from Northbound involved in the project.

How did you come to work with Northbound?

We found them when searching for potential partners. For this project, we went through a formal RFP process and reached out to 5–6 branding agencies. We needed a flexible partner because, as a nonprofit organization, we operate as a startup and invest more in marketing and branding to establish our commercial presence.

There were a lot of unknowns in working with internal stakeholders on this project because everything was new to us. Still, Northbound was very collaborative from the beginning. They were also very responsive, understanding, and empathetic during our initial meetings, so we ultimately went with them.

How much have you invested in them?

We spent around $23,000.

What is the status of this engagement?

We worked with them on this project from September 2021–January 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Ultimately, Northbound delivered a framework for clear, more consistent, and concise messaging, and they actually produced the core messaging for our janitorial division. Thanks to their work, we were able to build around that and create clear marketing campaigns.

Our website now has a lot of the clear messaging Northbound produced. As a result, it’s easier to understand the company’s proposition and value, as well as how it ties to the mission. Moreover, we’ve been able to take what Northbound produced and reuse it time and time again across different channels for the brand.

Our team responded very well to our new branding because they were included in the process. When we were discussing a rebranding and renaming project, there was hesitation because some stakeholders had been working for the company for over 15 years. Therefore, they were attached to the old branding.

Those stakeholders were worried about how the process would be done. However, early into the project, Northbound emphasized that working with brand ambassadors and stakeholders was very important because they made the company what it was. Thus, they ultimately were part of the process, brainstorming sessions, and meetings, and they participated in the interviews, so they felt taken care of.

How did Northbound perform from a project management standpoint?

Northbound was very communicative and on top of everything, so they delivered on time and within budget. Their emails were very clear, and they provided us with deadlines, reminders, and follow-ups. We mainly communicated via email and MS Teams.

What did you find most impressive about them?

Northbound’s approach to branding and renaming was closely tied to the company’s operational strategy and functions. One of the reasons we went with them was that we were a very diverse and complex organization, so we needed to work with a branding agency that took into account our different channels, audiences, and stakeholders to bring our story to life. Northbound was able to work with us and simplify our messaging, which was very nice.

Are there any areas they could improve?

There’s nothing Northbound could have improved on. I really appreciated working with them; they were sincere and thoughtful.

Do you have any advice for potential customers?

Be honest with your needs. Northbound is very good at collaborating with clients, helping them understand the value of these types of projects, and meeting them where they are.​​​​

BACKGROUND

Introduce your business and what you do there.

I'm the president of Knowledge Anywhere, an e-learning provider.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We needed someone to help us position and refine the products on our website.

SOLUTION

What was the scope of their involvement?

We engaged with Northbound for their branding and product positioning services. They consulted us on the best branding practices and strategies related to our digital positioning.

What is the team composition?

We mainly communicated with the principal brand strategists.

How did you come to work with Northbound?

We were aware of Northbound’s reputation as a recognized leader in branding and PR, so we decided to reach out to them to look at our challenges and develop recommendations.

What is the status of this engagement?

We worked together from December 2019–February 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Thanks to the involvement of Northbound, we’ve been able to increase our traffic and conversion rate by 25%. Their team was made up of bright people who always listened to our problems and came up with immediate solutions.

How did Northbound perform from a project management standpoint?

They were very communicative from a project management standpoint, and we typically interfaced through email and phone.

What did you find most impressive about them?

I would say their intuition for great branding is unparalleled.

Are there any areas they could improve?

I don’t have any complaints because they did a tremendous job throughout the project.

Do you have any advice for potential customers?

I would suggest meeting with them in person to describe your challenges and what you want to achieve clearly.

BACKGROUND

Please describe your company and your position there.

Global Brand Manager for Microsoft Advertising

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Northbound, and what were your goals?

Naming and re-branding including messaging and positioning work and brand creative.

SOLUTION

How did you select this vendor?

We reviewed three vendors after an extensive search. We selected Northbound among the three finalists.

Describe the scope of their work in detail, including any steps and the final deliverables.

Northbound managed work on a new brand name, conducting customer research and making a final brand name recommendation. Additionally, they led a re-brand with the updated name, new messaging and positioning and new brand creative and a playbook.

How many people from the vendor's team worked with you, and what were their positions?

We primarily worked with people - the two owners of Northbound and their lead strategist.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The Northbound executive team was instrumental in helping us secure executive approval and internal alignment on a new brand name and messaging and positioning. Since the re-brand, we have successfully achieved increases in brand awareness, key perceptions and consideration.

Describe their project management style, including communication tools and timeliness.

Northbound offered a unique approach to the project. They were our partners in meeting with our executives, securing their input which helped us in finalizing on an approach. They managed the project end-to-end, hitting all milestones and driving internal communications.

What did you find most impressive or unique about this company?

Bar none they are the top agency on naming. That process was so well done, and we were so pleased with the outcome. Additionally, their approach for how to secure executive alignment was super unique and valuable. It really helped us overcome the typical hurdles faced when executing a re-brand. It made it a super smooth process.

Are there any areas for improvement or something they could have done differently?

We struggled a bit with taglines and ended up landing one that was created internally. Sometimes that happens but they did provide us with valuable ideas.

BACKGROUND

Introduce your business and what you do there.

I work for Social Venture Partners Seattle, a nonprofit organization. I’m a volunteer and was assigned to be the lead partner for EarthGen, another nonprofit we awarded a grant to. My role is as a go-between for them. I’ve worked side-by-side with the executive director for five years, and over that time, I’ve worked on various capacity-building projects.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

Once we established our partner organization, we decided to go through a branding change, which is why we hired Northbound.

SOLUTION

What was the scope of their involvement?

Northbound provided us with branding services. First, they led a month-long discovery phase. Then, they worked on the brand’s positioning and compass for a month. The third month was focused on visual representation, including the brand name and logo. 

The team delivered a new name, logo, brand identity, messaging, and visual branding guide that included a new logo, visuals, colors, and fonts. They also wrote a new tagline. Additionally, Northbound provided trademarking consulting, and we also used an external lawyer to assist us. 

What is the team composition?

We worked with five teammates from Northbound, including Michelle (Managing Partner), two people who helped with messaging, a creative resource, an account manager, and one more person who assisted the account manager with branding. 

How did you come to work with Northbound?

I knew about them from previous interactions with Michelle, with whom I had worked. We interviewed 2–3 agencies and ultimately selected Northbound. 

How much have you invested with them?

We spent about $60,000. 

What is the status of this engagement?

We worked together from June–November 2020. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Since working with Northbound, we’ve seen positive trends for the organization, and the branding has helped quite a bit. Their mission is to serve schools in Washington state; in 2018, they were helping 141 schools, which increased to 351 in 2020. They also went from serving 34 school districts in 2018 to 131 in 2020. In terms of funding, they started at $500,000, and now, they’re a million-dollar organization. 

Northbound was really clear with their directors and facilitated excellent brainstorming sessions. They were able to draw our team’s ideas and vision about the organization, including our executive director and director of advancement. The Northbound team had excellent listeners and collaborators with a lot of good advice. 

How did Northbound perform from a project management standpoint?

They were very collaborative, and the process was well-organized. We had a clear timeline with various milestones, so we understood what we needed to do each step along the way. Moreover, the team met their timeframe. 

We communicated virtually because we worked during the COVID-19 pandemic. Our project management tool was a platform we used to brainstorm and share information, though I don’t recall its name. 

What did you find most impressive about them?

Northbound’s graphic design was top-notch. Their designer had a unique gift for logos. Many people have commented on the logo; it has been really powerful and galvanized the organization around the mission. 

Are there any areas they could improve?

I can’t think of anything they needed to improve. 

BACKGROUND

Introduce your business and what you do there.

I’m a former executive for an advertising and marketing agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We needed strategic expertise around brand strategy, naming, and strong supplemental guidance in the strategic challenges our clients were facing.

SOLUTION

What was the scope of their involvement?

Northbound assisted us with a few separate projects, which included naming, brand refreshes, new designs and color schemes, and positioning. Northbound also helped us with marketing plans for our clients.

What is the team composition?

We primarily worked with Michelle (Managing Partner) and Samantha (Company Brand Officer). 

How did you come to work with Northbound?

A mutual colleague introduced us. 

How much have you invested with them?

We invested close to $500,000 with Northbound. 

What is the status of this engagement?

We worked together between May 2012–December 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We had very high client satisfaction, and they produced extraordinary work. 

How did Northbound perform from a project management standpoint?

They always stayed on time and within budget. We communicated via phone calls, emails, and text messages. 

What did you find most impressive about them?

We were separate entities, but they acted like a partner, and we always appreciated their integrity. Their output was extraordinary, and they were wonderful collaborators that we trusted fully. What they delivered always delighted us. When we worked with them we got their knowledge and experience, which was invaluable. 

Are there any areas they could improve?

There’s nothing they could have improved upon. 

Do you have any advice for potential customers?

They’re the right agency to work with regardless of the size of your company. Ask any and all questions that you have.

BACKGROUND

Introduce your business and what you do there.

I’m the director of brand strategy at a technology solutions provider. We provide enterprise software globally.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We needed a company that could help us with our brand architecture and our products’ and services' meaning. We also needed someone who could handle the brand strategy and messaging development for certain portions of our product portfolio.

SOLUTION

What was the scope of their involvement?

We usually start our engagements by trying to understand what we’re trying to achieve, getting aligned on objectives, and asking the right questions to make sure that we’re on the same page in terms of our needs. Northbound would then develop solutions and provide concrete recommendations based on their expertise. We then provide them with feedback as needed and then deploy the recommendations once we agree on everything. They’re really good at staying flexible to changes along the way. As we learn something, they’re not rigid in saying that what they’ve recommended is the only and right answer.

The deliverables are hard to quantify because there are so many different kinds. But whether it's a product name, a piece of strategy, or some messaging, it's usually in the form of recommendations that then we as a company deploy.

What is the team composition?

We’ve worked with 10–15 people from Northbound, depending on our needs.

How did you come to work with Northbound?

They were already working with the company at the time that I joined, but I found, during my own evaluation, that not only were they great, but they were someone I wanted to work with more. Based on my experiences, I increased their engagement a considerable amount based on their performance and the way the manner in which they work.

What is the status of this engagement?

We started working together in September 2017, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen an increase in our brand awareness and brand perception. We now also have a clearer understanding of our product portfolio, thanks to Northbound’s work. Aside from that, they had a significant role in defining our strategy and the messaging, which are market-leading solutions. In addition, they had a very clear and strong role in some of the prime names for major global products and services. They are the engine behind many of the company's most important names.

How did Northbound perform from a project management standpoint?

Northbound has performed well in terms of project management. One of the strengths of northbound is that there are never any surprises. We always know they will come at or under budget, and if we do need to go over, it’s something we will discuss before and agree on what is appropriate.

We typically communicated through Microsoft Teams, phone calls, and email.

What did you find most impressive about them?

Northbound is a smaller company but brings the best in class of thinking and expertise. It's that unique combination that makes them different. Another thing that we love about working with Northbound is that they are adaptable. Our company has its own methodologies and processes, but Northbound is flexible enough to work within our system, augment it, and help us build it out. Some companies will try to imprint their own process on us,  but Northbound does a great job of adapting to our needs and processes whilst still being able to bring their best thinking.

Are there any areas they could improve?

Constantly improving creative quality is something that they can do and are doing.

Do you have any advice for potential customers?

It's important to understand your own needs before you start working with them. Having a very open and transparent conversation with Northbound at the beginning, letting them into the problem, and not holding hold any information back is essential because by trusting them, you get the best of their thinking.

BACKGROUND

Introduce your business and what you do there.

I was the CMO at Inrix, a transportation solutions company that works with major automotive manufacturers worldwide.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address Northbound?

We had not updated Inrix's brand strategy for several years, and sales were stagnant. We wanted to change our brand story and become much broader about new technologies like autonomous vehicles and the shift to electric cars.

SOLUTION

What was the scope of their involvement?

Northbound spent a lot of time with our team, including board members and customers, to help us redesign our website based on the brand guidelines and identity we asked for them. We wanted that the language they used, the positioning, the phrasing, the taglines, and the brand identity could reflect the new thinking that we needed to bring to the table to position Inrix at the forefront of this revolution.

In addition, they provided us with a complete brand identity and how we would describe ourselves as a company in our marketing in a dynamic way. They did mock-ups of how presentations would look and change, new templates, and new go-to-market materials and collateral.

Moreover, they looked at some of our competition and companies in the space to understand what we wanted. They did this to learn how we would look compared to them and how we could tell a unique story. They also worked with us in places where we needed to make changes providing their honest feedback.

What is the team composition?

We worked with around six members of their team, including their two principals and a design team.

How did you come to work with Northbound?

I had worked with them on a previous project. When I had the opportunity to do this redesign and take on a completely new look for our website, I offered them the opportunity to participate in the RFP we put out. We had every major agency bidding and pitching us different ideas and different concepts, but in the end, Northbound was the best solution.

How much have you invested with them?

We spent $50,000–$200,000 on this project.

What is the status of the engagement?

We worked together from January 201–September 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They hit all their scheduled dates, and our customers and internal teams received their deliverables well — everything started to feel new for everyone, which certainly caught everyone's attention. Overall, they're amazing, and the entire team is brilliant because everyone I worked with was awesome. Northbound is a great organization that I've recommended to several people in my network.

How did Northbound perform from a project management standpoint?

We used multiple tools and documents for project management, including email for communication, shared Excel spreadsheets on deliverables, to-do lists, and a deliverables calendar with what they'd complete by certain dates. We also had shared folders we used in which we were sharing and making notes and comments in the docs. In addition, when things didn't land right, they were willing to push a little bit, let it sink in, and talk it through.

What did you find most impressive about them?

They're a small agency, and when we compared the quality of their work and the value they provided to other international agencies, Northbound was more cost-effective than many of them. Additionally, I had Northnbound's two principles in my office regularly. Hence, their level of attention to me as a client was great — they were invested in ensuring we were successful, and that's not something we always get from a partner.

Are there any areas they could improve?

I didn't think there was anything they could improve — everything was a process that kept improving as we moved forward.

Any advice for potential customers?

Be clear about what you want and be flexible; if you have a goal, be clear and crisp, but don't be afraid to consider radical ways to get to that goal that you might not have otherwise considered.

BACKGROUND

Introduce your business and what you do there.

I’m the executive director at a nonprofit environmental organization. We work to connect people around Washington State to solutions for environmental issues that they can do at home and in their community.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We wanted to improve and update our brand and assets, including our logo and website. We were poised to take the next step in the organization, and we needed something that captured who we are and what we do.

SOLUTION

What was the scope of their involvement?

Northbound designed a new logo for us and helped us describe the brand and determine the language that we should use to address our donors and community. They developed a WordPress site from scratch and updated the designs of our business cards and letterhead. Our logo and other assets were also updated across all social media.

Right now, they’re helping us with a campaign.

What is the team composition?

I’ve worked with six people from Northbound, including a brand specialist, copyeditor, and creative director.

How did you come to work with Northbound?

We found Northbound through a referral.

What is the status of this engagement?

We started working together in January 2018, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Some of the benefits have been earned media, including news stories, different publications, and radio. We've also seen an uptick in the number of donors. They've also helped us attract new board members and solidify our position in the environmental community in the greater Seattle area.

How did Northbound perform from a project management standpoint?

Northbound has performed well in terms of project management. They’ve been fantastic at keeping a tight timeline and organizing our schedules so that we can achieve our goals in a timely manner.

We typically communicate through email, phone calls, and Microsoft Teams.

What did you find most impressive about them?

Northbound goes above and beyond to understand our organization and where we’re headed. They dive deep into all of the available information to ensure that the products they create reflect the mission and goals of our organization.

Are there any areas they could improve?

No.

Do you have any advice for potential customers?

Make sure to give them the creative freedom to come up with different options related to imaging, graphics, copy, and messaging so that you have a suite of different opportunities and options to choose from.

BACKGROUND

Introduce your business and what you do there.

I’m the director of product strategy for Dawn House, the first product and brand that has come from the wellness division of a larger company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We were developing a new product in a new space, so we needed help with defining who our ideal customers were and how to address them. Additionally, we needed to develop a brand name and brand identity.

SOLUTION

What was the scope of their involvement?

Northbound helped us launch our new brand and product. This process included a discovery phase, quantitative insight discussions, brand composition discussions, user personas definition, message development, and naming and brand identity development.

First, Northbound helped us with market research. For this part of the process, we did focus groups and external interviews, and they helped us with qualitative and quantitative research. Then, they created the entire branding, including colors, names, color schemes, and creative assets, and they included us in the process along the way. 

In addition to their branding work, Northbound recommended a partner they had previously worked with to develop our website. This partner helped implement Northbound’s branding designs into a website UI/UX, making the process seamless.

What is the team composition?

We worked with around six people from Northbound on a regular basis, including the two partners and an account director, who was our main point of contact. Still, they brought in additional resources as needed. For example, towards the end of our engagement, they brought in design partners to work on the branding.

How did you come to work with Northbound?

I got referred to Northbound. When I was looking for a partner, I reached out to several people I had worked with in the past and got many recommendations. We interviewed those companies, narrowed down our options, and ultimately decided to hire Northbound.

How much have you invested with them?

We spent over $200,000.

What is the status of this engagement?

We worked together from March–August 2021.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The way we measured the success of the engagement was that we all felt very excited by the end of the project with our new name, branding, and logo. We haven’t changed any of the work that Northbound delivered. To this day, we’re using the assets and materials they developed on a daily basis. For example, whenever we bring a new partner, we share the research, target personas, and brand guidelines that Northbound helped us develop.

Now, we’re in the process of launching our business digitally through marketing, and we’ve received very positive feedback about how well our brand looks. We’ve also received compliments from partners about the quality of Northbound’s work and how easy it is to use and implement. This has made our jobs easier because we don’t need to explain our model and target audience to every new partner, helping us move forward easier.

How did Northbound perform from a project management standpoint?

Northbound led the entire process by asking the right questions along the way and defining the next steps. We worked very closely with them, and their collaborative approach helped keep us on the path of building the brand as we were simultaneously developing the product internally.

Additionally, they were very good at recognizing if something we asked for would take us off budget or time so that we could make that decision together. Overall, Northbound stayed on time and within budget, and this was one of the most satisfying business relationships we’ve had.

Northbound used a platform to share information about the project, and we had weekly meetings, which were very important to keep everything on track. These meetings allowed us to keep abreast of project updates from previous weeks.

What did you find most impressive about them?

One of the things we really liked about working with Northbound was that the partners got involved in the project upfront. They really understood our project and the market we were going after, as well as the complications the project might entail.

Additionally, I really liked Northbound’s team size and quality. Other companies were much larger, so I felt we wouldn’t be a relevant client of theirs. Moreover, everyone I worked with was smart and engaged, and they seemed to have the same passion for our project as us. They had the right resources with the right talents, which we really appreciated.

Are there any areas they could improve?

No. Northbound asked us the same question at the end of our engagement, and we didn’t identify anything we weren’t happy with. They worked with us throughout the project, and they understood and adapted to our needs, so there was nothing they could have done better.

Do you have any advice for potential customers?

Be as transparent as possible upfront in every aspect and share everything you know about your business so that they have the best tools to work with. Additionally, meeting deadlines and getting work done is a two-way street. Be very engaged in every meeting and make decisions quickly to allow the project to move forward and hit your deadlines.