Northbound

BACKGROUND

Please describe your company and position.

I'm an executive at Microsoft

Describe what your company does in a single sentence.

We are a technology company that develops and sells software, services, and hardware.

OPPORTUNITY / CHALLENGE

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

• Develop Brand Foundations for our product offerings
• Naming for new products

SOLUTION

How did you find Northbound?

Referral

Why did you select Northbound over others?

• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Northbound were assigned to this project?

6-10 Employees

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

• Provide Simple Truths framework for ovearching Consumer business which requires identifying core truths for Culture, Customer, Market, Business and Product.
• Run working sessions to develop Consumer Value Propositions leveraging Simple Truths.
• Deliverables included Final Simple Truths Framework and Consumer Value Propositions for each line of business (5 in total)
• Last deliverable was Final Brand Strategy Deck 
• Additional deliverables on separate workstream included Naming for new product exploration

RESULTS & FEEDBACK

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

• Completion of documents inclusive of Simple Product Truths, Value Proposition and Final Brand Strategy deck that we could source from for our Brand Foundations to roadshow across the company for various Lines of Business to build Go-to-market strategies from. 
• Our Lines of Business required a refresh to their current foundations.
• For the Naming workstream, competitive analysis, POV and namestorms. Naming recommendations and rationale.

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

Yes, Northbound is incredibly responsive and prompt in their communication style. They delivered items on time and always provided proof of execution as needed.

What was your primary form of communication with Northbound?

• Virtual Meeting
• Email or Messaging App

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

Northbound is very intuned to the industry we work in, they do competitive sweeps and market research to inform their thinking that they bring to the table. They provide an outsider's perspective but are deeply engrained in our world as well so they offer perspectives from both sides. I like the different perspectives in the room with their team, offering unique skillsets.

The team is incredibly professional, positive and very collaborative. They also move very quick and are able to deliver on very quickturn requests to match the pace of our industry and its demands.

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

Given how close Northbound is to our company I think sometimes the "old way" of thinking can surface. I'd love to see them push or challenge us more to find new ways to become more relevant with a younger demographic we historically haven't talked to. It'd be great to have Northbound provide more Gen Z research analysis and insight to lead us in how to resonate with a younger demographic.

BACKGROUND

Please describe your company and position.

I am the Director of Marketing of Lightcurve

Describe what your company does in a single sentence.

We hired Northbound to re-name and position our company.

OPPORTUNITY / CHALLENGE

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

• Develop a new name to support our business strategy
• Help us understand our key differentiators
• Create new positioning for both B2C and B2B markets

SOLUTION

How did you find Northbound?

Referral

Why did you select Northbound over others?

• High ratings
• Referred to me
• Track record of creating solid brands

How many teammates from Northbound were assigned to this project?

6-10 Employees

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

I hired Northbound to build a new name for the company as well as a messaging framework that incorporated our key differentiators. They conducted a competitive assessment as well as provided well over 75+ names to choose from that laddered up to suggested key brand pillars.

Northbound delivered a comprehensive messaging framework document for both our consumer and business customers, creating unique content for both.

RESULTS & FEEDBACK

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

Delivered new name that has been rolled-out in the market and passed trademark searches. Created multiple rounds of a messaging framework document.

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

Northbound is very responsive and worked with us to carve off substantial time from the process given our desire to launch on a specific date. The were extremely flexible and managed us in the process, ensuring that we hit key deliverables.

What was your primary form of communication with Northbound?

• Virtual Meeting
• Email or Messaging App

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

Northbound is very comprehensive and thoughtful in its approach. Extremely creative, buttoned up on the impact of a name/brand and flexible to move quickly.

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

No

BACKGROUND

Please describe your company and position.

I am the Advisor of Oleria.

Describe what your company does in a single sentence.

Security that sets your business free. Introducing a new adaptive approach to security. You don’t have to choose between protection and innovation.

OPPORTUNITY / CHALLENGE

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

• Naming
• Positioning
• Visual Assets

SOLUTION

How did you find Northbound?

Referral

Why did you select Northbound over others?

• Close to my geographic location
• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Northbound were assigned to this project?

2-5 Employees

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

We worked with Northbound to establish our new company's name, brand identity, overall positioning and narrative, and related content and assets.

RESULTS & FEEDBACK

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

We have had great feedback from our current and prospective customers and investors that our branding and narrative are unique, differentiated, and capture the essence of our mission.

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

The project morphed several times due to the evolving needs of our startup business, but overall, the project was delivered on a reasonable timeline that fit our needs.

What was your primary form of communication with Northbound?

• Virtual Meeting
• Email or Messaging App

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

They have a talented and creative team that works as a partner to us and demonstrates enthusiasm similar to our own.

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

There were times when expected or extended scope and project budget were in need of re-alignment. In these instances, it would have been preferable to have up-front discussions about these potential impacts versus somewhat after the fact. But over time, we developed a more practical way to deal with these issues between us.

BACKGROUND

Please describe your company and position.

I am the Managing Director of Seattle Rep

Describe what your company does in a single sentence.

We are a not-for-profit theater company, producing plays and educational and community programs for our community year-round.

OPPORTUNITY / CHALLENGE

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

Update and refresh Seattle Rep's brand and visual identity

SOLUTION

How did you find Northbound?

Referral

Why did you select Northbound over others?

• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Northbound were assigned to this project?

2-5 Employees

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

Northbound began with a kick-off and discovery phase, which involved conversations with our team; a review of our current vision, mission, and strategic plan; interviews with organizational leaders; and development of some competitive and comparative insights. Out of this phase came a schedule, project plan, and synthesis of insights. 

Next up was a "Day of Possibility," a facilitated board and executive level workshop designed to uncover those elements that are most core to our brand positioning and personality. Out of this exercise came a degree of Board and executive alignment and several hypotheses for potential positioning territory and competitive audit/market white space. 

Northbound then developed three different positioning territories to be tested with three different groups of current and potential customers. Based on this feedback, Northbound then developed a "Brand Compass," including purpose, brand story, positioning, and personality. Finally, Northbound translated all this into a creative briefing, which we were able to use to redo our brand identity and website.

RESULTS & FEEDBACK

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

Guided by the good work that Northbound accomplished for us, we completely remade and updated our brand and visual identity, a project that also coincided with the launch of a brand-new website. In addition, we launched an institutional advertising campaign in our community based on their work. 

This resulted in growth in single ticket sales, subscriptions, and contributions during the subsequent 2019 - 20 season, generating great momentum (which, unfortunately, was interrupted by the onset of the pandemic in March 2020, which shut our theater down for almost two years).

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

The project was completed on time and on budget. Northbound was incredible communicative and responsive throughout the process and really even went above and beyond what we contracted with them for. They were wonderful to work with, a great cultural fit with our organization, and produced valuable, actionable takeaways.

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?

Their sensitivity to the unique needs and quirks of our company and industry. They approached us with all the nuance you'd expect and hope for from a smaller firm and thus were able to tailor and adjust the process and workflow to our singular, real-time needs in a way that would have been impossible for a larger firm. This directly led to an outstanding and valuable final product.

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

I can't really think of anything. Given the resources and the time we had available, Northbound did everything that we could have asked for and more.

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.