Northbound

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.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of product marketing for NICE, a software company. We’re a platform where AI agents work together across the entire customer experience to automate, orchestrate, and continuously improve service at scale.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We needed help clarifying and strengthening our company’s naming, brand architecture, and core messaging so our portfolio and innovations were easier to understand, more consistent, and more differentiated across markets, buyers, and use cases.

SOLUTION

What was the scope of their involvement?

Northbound led a comprehensive brand and messaging engagement that included stakeholder interviews, qualitative analysis, and working sessions to assess our existing positioning. They facilitated workshops to develop and pressure-test naming, brand architecture, and messaging frameworks. Northbound also delivered rollout decks, executive presentations, and ongoing steering to help align leadership and teams and support activation across the organization.In terms of deliverables, Northbound provided a set of concrete outputs, including messaging and positioning frameworks, naming and brand architecture recommendations, documented narrative and language guidelines, and supporting rollout materials. This included executive-ready decks, workshop readouts, and reference documents designed to guide internal alignment and enable consistent application across marketing, product, and go-to-market teams.

What is the team composition?

We worked with 2–5 teammates from Northbound.

How did you come to work with Northbound?

Someone referred Northbound to me.

What is the status of this engagement?

We worked together from September 2025–January 2026.

RESULTS & FEEDBACK

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

Northbound’s engagement resulted in strong executive alignment, successful large-scale rollouts with positive feedback from hundreds of stakeholders, and a comprehensive set of documented frameworks and materials that teams could consistently reference and apply, enabling clearer communication and faster alignment across the organization.A key qualitative indicator was the lack of resistance to the work. Stakeholders broadly agreed the effort was overdue and necessary. Feedback consistently reflected relief and clarity, and teams aligned quickly around the outputs with minimal debate, indicating strong acceptance and improved collaboration.

How did Northbound perform from a project management standpoint?

Northbound’s project management was very strong. They adjusted quickly when we asked them to pull the original timeline forward to support SKO in January 2024, kept things moving, and still delivered on time. The work stayed organized, responsive, and easy to engage with throughout. We mainly communicated through virtual meetings.

What did you find most impressive about them?

Northbound’s brand philosophy stood out the most. They brought a clear point of view, strong instincts around simplification and coherence, and the confidence to challenge existing thinking in a way that felt constructive and grounded in real-world brand building.

Are there any areas they could improve?

If anything, it would’ve helped if Northbound had introduced an executive-level overview earlier in the process to pressure-test the direction with leadership sooner. That said, the work ultimately landed very well and achieved strong alignment once shared.

BACKGROUND

Introduce your business and what you do there.

I’m the acting CFO of Accatic Inc. We automate accounting tasks for auto dealerships by converting reports from PDFs, Excel, TXT, and CSV files into ready-to-post files for dealership management systems, eliminating manual data entry and streamlining financial processes.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Northbound to accomplish for your accounting automation platform?

We hired them to coordinate a process with the senior leadership team that identified best-in-class names for the automotive and technology industries. We also needed to apply a logo that was a transition from the existing names and logos of the company.

SOLUTION

What was the scope of their involvement?

Northbound provided a new name, logo, and color palette for the company to use going forward. The goal was to provide as seamless a transition for the market as possible.

What is the team composition?

We worked with 2–5 teammates from Northbound.

How did you come to work with Northbound?

They asked us to fill out a survey on Clutch.

How much have you invested with them?

I'm keeping the amount confidential.

What is the status of this engagement?

We worked together from August–November 2025.

RESULTS & FEEDBACK

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

Northbound delivered on time and on budget. Client feedback has been overwhelmingly positive.

How did Northbound perform from a project management standpoint?

They were very well organized. We mainly communicated through virtual meetings.

What did you find most impressive about them?

The team was incredible and brought incredible energy. Samantha (Founder & CEO) and Eric (Founder & COO) were rockstars.

Are there any areas they could improve?

There's nothing they need to improve.

Do you have any advice for potential customers?

I recommend them.

BACKGROUND

Introduce your business and what you do there.

I’m a brand marketing manager at a company that provides AI-powered networking, security, and connectivity solutions.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We needed help developing guidelines and a decision framework on how to leverage AI for creative excellence while maintaining trust in our brand.

SOLUTION

What was the scope of their involvement?

Northbound helped us define what trust means to our team, then identified competitive and comparative brands and use cases to be taken into consideration. The team conducted desk research and interviews with 10 internal stakeholders and additional third-party subject matter experts. Northbound also audited benchmark brands and incorporated the insights to create simple truths, principles, and criteria for maintaining trust across branded and creative experiences. We had iterative collaboration and development on a weekly basis with the core corporate brand team. The final deliverable was a PowerPoint document with actionable guidance and a decision-making framework to be rolled out across the organization.

What is the team composition?

We worked with four members of Northbound’s team.

How did you come to work with Northbound?

Northbound has an existing relationship with our company and has worked on many projects for the marketing team over the years. They are one of our go-to agencies for brand strategy projects and research.

What is the status of this engagement?

 We worked together from June–August 2025.

RESULTS & FEEDBACK

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

Northbound's final deliverable was well-received by our marketing leadership team, who immediately started discussing existing use cases and how they could apply the guidance developed. 

How did Northbound perform from a project management standpoint?

Northbound delivered the project on time. We appreciated their flexibility and responsiveness when it came to accommodating our leaders' busy and constantly changing schedules. Our primary form of communication was via Webex.

What did you find most impressive about them?

I appreciated Northbound's highly collaborative culture and being part of the creative process.

Are there any areas they could improve?

N/A

BACKGROUND

Introduce your business and what you do there.

Buddha Jewelry is a piercing jewelry company. We design and create high-quality, nickel-free, biocompatible gold body jewelry that celebrates global cultures and self-expression while supporting charitable initiatives and community connections worldwide.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Northbound?

We needed help evolving our brand expression.

SOLUTION

What was the scope of work performed?

Northbound helped us evolve our brand expression. They created a brand style guide and a new visual identity and crystallized our brand strategy and positioning. The brand style guide included our strategy, positioning, messaging and communication framework, logo, typeface, and visual identity.

What is the team composition?

We worked with four teammates from Northbound.

How did you come to work with Northbound?

We were familiar with Northbound because a former colleague went to work for them after we worked together. We felt they really understood our style of work and the direction we wanted to take the brand.

What is the status of this engagement?

We began working with Northbound in January 2025, and the project completed in June 2025.

RESULTS & FEEDBACK

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

Northbound has helped us have a robust schedule outline and milestones. The outcomes were great, and they met our deadline for an event.

How did Northbound perform from a project management standpoint?

Northbound has delivered on time. We have recurring weekly meetings and a Box content repository.

What did you find most impressive about them?

Their approach is the most similar to how we like to work, and it feels like they really understand that. They’ve become students of our business and have a great understanding of our motivations and desires.

Are there any areas they could improve?

No, there’s nothing I can come up with.

BACKGROUND

Please describe your company and position.

I am the Owner of Full Stack Strategies

Describe what your company does in a single sentence.

Design, manufacture and service technology infrastructure for business.

OPPORTUNITY / CHALLENGE

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

• Develop company AI positioning and message platform

SOLUTION

How did you find Northbound?

Referral

Why did you select Northbound over others?

• High ratings
• Great culture fit

What was the size of Northbound’s team?

2-5 Employees

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

Develop data driven AI positioning and messaging that correctly articulates company strategy, technology and differentiation. Research, recommendations, positioning statements, messaging content.

RESULTS & FEEDBACK

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

• Internal stakeholder approval and agreement to proceed, driving earned media and narrative into the market. Use by sales teams in market. Increased pipeline and understanding in the market.

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

Responsible and responsive. Active, engaged. Excellent listening skills. Comfortable in debating approaches, interpreting data. Always on time, agile in approach.

What was your primary form of communication with Northbound?

• In-Person Meeting
• Email or Messaging App

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

We are impressed with their skills and knowledge in the technology domain. Strategic thinking. Great approach, great culture. Was comfortable putting Northbound team in front of senior leadership in the company w/out any concerns.

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

Nope, nothing.

BACKGROUND

Please describe your company and your position there.

At the time, I was CMO at Sysomos. Sysomos was the leading Social Monitoring service.

OPPORTUNITY / CHALLENGE

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

We were on acquisition spree and needed a strategy branding and naming. Goal was to make sure we had a strategy for how we'd integrate.

SOLUTION

How did you select this vendor?

I know their work and reputation

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

Define our current band and naming strategy Build new strategy for acquisition, based on fact Parent name wasn't changing

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

3, two founders and day to day AE

RESULTS & FEEDBACK

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

We walked away with clear structure going forward

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

Best thing about Northbound is not just weekly coms,, but immediate reach out on serious questions so they could keep moving. The collaboration felt like family.

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

Optionality, reasoning, insight

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

NO....went great

BACKGROUND

Please describe your company and your position there.

I was the brand strategy director assigned to drive a positioning and messaging project for a legacy product and brand that was part of large portfolio of business to business products from one of the top 4 most valuable brands in the world.

OPPORTUNITY / CHALLENGE

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

We needed to define a new position for a legacy product and create messaging to support and bring that position to life. When we started the project, little did we know that COVID would be a major factor in not only doing the project, but on the outcomes of the project.

SOLUTION

How did you select this vendor?

Two criteria were important. First, discipline expertise was critical to doing a project like this. Northbound has a number of high quality individuals with great knowledge and experience doing this kind of work.

Second, they had pre-existing experience with our company and the audience and subject matter. This helped shorten the learning curve and go deeper without retraining an agency.

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

1. Northbound was asked to help with the following: review existing research and develop a list of known truths that we could use to create a baseline of knowledge and insight
2. review competitive offerings, positioning and messaging
3. consult with research team/agency to develop a research plan for testing positioning and messaging.
4. develop and present positioning concepts and stimulus for testing
5. develop and present messaging concepts and stimulus for testing
6. develop a messaging framework that combined all of the learnings from qualitative and quantitative research that would be used by marketing, social media teams, sales, etc.

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

3-6 people depending upon the phase of the project, that included:

1. project manager who managed process and next steps
2. two brand strategists who collaborated on the various phases, concept development, writing and stimulus creation
3. copy writer who assisted in the development of stimulus and final outputs.
4. agency leadership (2) who provided key insights and expertise at various milestones of the project

RESULTS & FEEDBACK

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

Due to the proprietary nature of the work and company, specific metrics are not available. Qualitatively, the work was used immediately at one of the company's largest customer and partner events and

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

Northbound did an excellent job of providing weekly updates in writing project updates and driving regular review meetings. They were flexible when it came to meeting the needs of our research schedules, executive review schedules and pre-reviews with numerous stakeholders.

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

Northbound has strong, steady leadership that provides a critical foundation to the individuals who they staff for various projects. They have and regularly demonstrate an open, growth-oriented mindset that helps them adapt to the subject matter, audience types, and business needs.

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

Nothing of consequence.