Northbound

BACKGROUND

Please describe your company and position.

I am the Director, Internal Communications of Siteimprove

Describe what your company does in a single sentence.

We build software for digital accessibility and marketing performance for websites.

OPPORTUNITY / CHALLENGE

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

• Brand a new product
• Company visual identity
• Create a company Mission statement

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

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.

Siteimprove partnered with Northbound for the launch of Siteimprove.ai, a product we are literally betting the company on! It was both a product launch and a complete repositioning of the company in several markets. Key deliverables included:

• Product name
• Product logo and visual identity
• Company visual identity
• Product Vision creation
• Company Mission creation
• Visual identity assets - design concepts, icons, photos, color style guide
• Brand narrative

RESULTS & FEEDBACK

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

I don't have access to specific data points for this survey, but we were pleased with the successful outcomes both internally and externally when launching the new product and visual identity because we could articulate a clear and compelling story:

• Media coverage
• Industry Analyst Relations reports (Northbound's deliverables helped us with pre-briefing analysts as the product vision came together and we ultimately secured a very high ranking in an important report as a result)
• Social media engagement
• Field events - catching the eyes of prospects
• Customer Advisory Board - enthusiasm from key customers
• Internal - motivational "launch" to employees with global support and pride in the company's direction.  95-100% adoption of visual identity for internal materials.

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

Northbound managed our project, and the inevitable scope creep, with aplomb. They met the deadlines we agreed on, made adjustments we requested on the fly without losing sight of the overall project milestone, and were incredibly responsive. Their team clearly worked closely together and each person seemed well-read on the project, goals, and us.

What was your primary form of communication with Northbound?

Virtual Meeting

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

I was blown away not only by the many, many ideas Northbound generated but also by their expertise in framing the ideas for us. Northbound grounded every concept and every presentation with systemic, bigger-picture framing -- such as the competitive landscape or the realities of trademarking a new name or a key principle in design that would help us understand the color palette or choice of typography. It was fascinating and incredibly helpful. I knew each idea presented came from a smart, intentional, expert point of view.

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

Two suggestions I have:

Create a shared space for documents everyone needed or asked about -- such as the latest version of a deck or the project timeline. Northbound was incredibly responsive and so access wasn't really an issue, but I think they were asked for the things over and over by different stakeholders on the client side. A self-serve approach could have helped with sharing documents that people wanted to view or screen grab for various internal needs along the way.

Send summaries of the meetings so there was a written record of decisions made or points of discussion that anyone who couldn't make the meeting could review and follow along with.

BACKGROUND

Please describe your company and position.

I am the Sr. Director, Brand Marketing of Avalara

Describe what your company does in a single sentence.

We offer agentic tax and compliance solutions for businesses.

OPPORTUNITY / CHALLENGE

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

• Our challenge was, in the face of ai-based startups, rethink our messaging to focus on the strides we have made leveraging AI and agentic processes for our tax and compliance products.
• Reposition the company as the trusted leader in agentic tax and compliance, not just for customers and prospective customers, but for partners, employees, and future investors.

SOLUTION

How did you find Northbound?

• Online Search
• Referral

Why did you select Northbound over others?

• Great culture fit
• Good value for cost
• 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.

Discovery Goal: Uncover best opportunities to resonate with customers and partners through a position based on leadership in  Platform + AI.​ 

• Kick-off workshop
• Strategic materials and business review.
• Existing insight analysis.•Competitive/Peer audit.
• Brand assessment.•Internal stakeholder interviews.
• Analyst Interviews 
• Partner Interviews  

Deliverables:  Insights findings & brand strategy opportunities report (PPT). 
Research Goal: Evolve the positioning statement + tagline, building on current leadership stature and aligning with the company manifesto.•Draft and align on sample profile to begin recruit during Discovery

• Field qualitative customer research IDIs 
• Northbound will develop stimulus, discussion guides, consult on recruit specifications, review possible interview recruits, moderate up to 24 interviews, and report on findings in partnership with internal Avalara teams and external partners.  Deliverables: Primary research insights report (delivered as a PPT and incorporated into the Positioning workshop)

Positioning and Tagline 
Development
Goal: Evolve the positioning statement + tagline, building on current leadership stature and aligning with the company manifesto. 

• Positioning workshop (2-3 hours, integrating discovery insights and positioning hypotheses)
• Positioning Development (3 rounds)
• Tagline Development (3 rounds)
• Finalization of positioning and tagline. 

Deliverables: Avalara brand positioning, and external tagline in PPT presentation. Employee Training & Co-creation + Messaging Goal: Share the Platform story and co-create ​concrete ideas that can be used across teams to ​bring the new positioning messaging to life for external audiences. 

• Training and Co-Creation Workshop (up to 5 departments and 5 roundtables)​
• Develop messaging for each segment/market to ensure resonance and alignment with the overall Avalara brand. Include short/medium/long narrative and copy ready messaging. (3 rounds)
• 3-4 messaging pillars that build to one powerful POV•Reasons to believe

Deliverables: Co-Created internal ideas/roadmap. Copywritten messaging framework

RESULTS & FEEDBACK

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

We have just wrapped up the project, so it is still early -- and not the kind of work that will necessarily be measured through key KPIs. But I will say that everyone who had contact with Northbound and the process was impressed with the quality of level of thinking. 

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

Deliverly or timeliness was never an issue. They were prepared at every turn. Sometimes we, on the client side, were not particularly prepared for the next step. As a result, we delayed the length of the project. 

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?

I felt, from the beginning, Northbound was willing to figure out ways to modify their process to fit our particular situation. They were not rigid and very collaborative. They are very good listeners and I never felt like we were reiterating messages so they would hit the mark.  

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

Not that I can think of. I would definitely work with Northbound again.

BACKGROUND

Please describe your company and position.

I am the Head of Content Marketing of Sisense

Describe what your company does in a single sentence.

The Sisense embedded analytics platform enables app creators to make data make sense for their users, embed insight everywhere in their experiences, and inspire their users to take action.

OPPORTUNITY / CHALLENGE

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

• To create a practical and durable foundation for effective, consistent messaging and communications

SOLUTION

How did you find Northbound?

colleague here had worked with them in the past

Why did you select Northbound over others?

colleague had great past experience with them

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.

I don't have the SOW

RESULTS & FEEDBACK

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

The project's deliverables were a foundational messaging framework, a new tagline, and strategic tools designed to enable future, measurable success

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

Items were delivered on time, and the team was timely and professional and went above and beyond in their responses with all comms. 

What was your primary form of communication with Northbound?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

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

We recently completed a comprehensive messaging and brand identity project with Northbound, and the results have been exceptional. From the start, their expertise was evident in their in-depth work with our ELT, where they masterfully translated our company's core mission and vision into a powerful strategic framework.

Northbound demonstrated a profound understanding of our product and our target audience of "Digital Prime Movers" , creating a narrative that connects emotionally with their needs and aspirations. The resulting messaging playbook, which includes a new tagline, elevator pitch, and value pillars, is a single source of truth that is both durable and flexible. 

Their delivery was equally impressive. They presented this complex, foundational work to our marketing, sales, and product teams, not as a finished product, but as a practical toolkit. They clearly articulated how the new messaging applies directly to each role, ensuring everyone, from product managers to salespeople, can use it to build a consistent brand story and drive business growth.

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

no

BACKGROUND

Please describe your company and position.

I am the Head of Marketing of Sisense

Describe what your company does in a single sentence.

Sisense is an embedded analytics company that sells the industry's leading Analytics Platform as a Service solution to technology and software providers. 

OPPORTUNITY / CHALLENGE

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

• Build and deliver a messaging playbook that departments across the company can reference to accurately leverage our messaging for their respective jobs
• Refine and simplify our existing messaging and positioning framework

SOLUTION

How did you find Northbound?

• Referral
• worked with them before

Why did you select Northbound over others?

• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Domain expertise

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 helped us unify and simplify our messaging framework by interviewing key stakeholders across our field, engineering, and executive teams; hosting workshops with stakeholders to refine the language we want to use to describe our company; and delivering the final output of the refined messaging in two company-wide presentations that included a playbook for all employees to use to better understand and disseminate our messaging into their own work. 

RESULTS & FEEDBACK

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

Completion of each project phase as originally defined in our SOW, on time and with the quality we expected; Facilitation of the messaging workshops; and facilitation of the company-wide presentations that delivered our new messaging to all employees, along with a commitment to be available should any additional questions or needs tied to this project arise. 

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

They not only delivered projects on time, but committed to weekly check ins where they shared the incremental progress they were making on the work. We had a dedicated project manager in addition to the phenomenal SMEs who supported this work and all involved were professional, friendly, and accommodating to our company's changing needs and priorities. They were flexible in scheduling and incredibly easy to work with! 

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?

I've worked with Northbound at a few different companies over the years and with each project I've worked on with the team I have received completely unique, considered, and differentiated messaging. This company really takes the time to get to know the personalities behind the brand and infuses their work with the desired tone and company values. They are true branding experts with a unique ability to get to the heart of a business and provide the unique language that helps that business stand out from competitors. 

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

Truthfully, no. I am completely satisfied with every aspect of this project. 

BACKGROUND

Please describe your company and position.

I am the President of PAC Worldwide

Describe what your company does in a single sentence.

We protect things people care about by providing flexible packaging solutions. 

OPPORTUNITY / CHALLENGE

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

• Refresh PAC's brand (re-brand)
• Reposition PAC as a solutions provider

SOLUTION

How did you find Northbound?

Online Search

Why did you select Northbound over others?

• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Good value for cost
• 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.

To develop a well-researched comprehensive branding strategy that will set us up for the next phase of our company's growth.

Phase 1: Discovery

Deeply immerse in the brand, business and category context. Uncover key insights and opportunities for the PAC brand. Activities include: 

•       Kick off with core PAC team (1hr).

•       Strategic materials and business review.

•       Existing insights analysis.

•       Competitive/Peer audit (5-6)​.

•       Brand assessment.

•       Executive stakeholder interviews (4-6).

•       Line of Business stakeholder interviews (5).

Deliverable: Brand positioning opportunities report (PPT).

Phase 2: Vision and Values

Define the vision and values for the PAC brand. Activities include:               

•       Vision & Values workshop (Board of Directors, C-Suite, operators).

•       Development of Vision statement.

•       Review, revisions and finalization of Vision statement (2 rounds).

Deliverable: PAC Worldwide Vision and Values.

Phase 3: Customer Research

Discover the brand strategy opportunities & define the optimal brand foundation elements for the PAC Worldwide brand. Activities include:               

·         Research planning and preparation to incorporate innovation needs identified internally by PAC.

·         6-8 Customer and prospective customer interviews (4-6 U.S./Canada, 1-2 Malaysia, 1-2 Mexico).

Deliverable: Research report (PPT).

Phase 4: Day of Possibility and Brand Compass

Articulate the optimal foundational brand strategy for the PAC Worldwide brand to guide all future brand, marketing and portfolio decision-making. Activities include:               

·         Day of Possibility workshop.

·         Foundational brand strategy development (Brand Compass incl. brand positioning, purpose, brand narrative and big idea - 3 rounds)​.

·         Tagline (2 rounds)​.

·         Innovation workshop using the Brand Compass to identify opportunities for PAC.

Deliverable: Brand Compass, brand narrative and tagline.

RESULTS & FEEDBACK

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

We worked off of a calendar (Gantt chart). The entire scope was also split into clear phases with specific deliverables. 

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

Northbound delivered on time every time. They were very communicative throughout the project. They also adjusted in real-time when we added or modified the scope of the project. 

What was your primary form of communication with Northbound?

• In-Person Meeting
• Virtual Meeting

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

Northbound took the time to understand PAC's culture. They were excellent listeners who always had our best interest at heart. Their team is composed of excellent people who always put the customer first. 

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

Not really. I was excited when we hired Northbound and they overdelivered while constantly adjusting on the fly to meet our changing needs while being under a tight budget. 

UPDATED REVIEW

This review was published on March 8, 2025.

Kim Donohue
Marketing Director, PAC Worldwide
Manufacturing
West - USA
1,001-5,000
Nov 2023 - Nov 2024
$50,000 to $199,999
Verified

Project summary
Northbound provided branding services for a packaging company. The team helped redefine the client's brand vision, values, and purpose and recommended an elevated brand strategy.

Feedback summary
Northbound received positive feedback from the client's founders, board of directors, and employees. The team was responsive, timely, and attentive to the client's needs. Northbound's people, culture, and approach were impressive.

BACKGROUND

Please describe your company and position.

I am the Marketing Director of PAC Worldwide

Describe what your company does in a single sentence.

Packaging

OPPORTUNITY / CHALLENGE

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

• Use research to validate our branding
• Re define our brand vision values and purpose
• Define our unique position in our marketplace

SOLUTION

How did you find Northbound?

Online Search

Why did you select Northbound over others?

• Close to my geographic location
• Great culture fit
• 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.

PAC Worldwide will celebrate its 50th Anniversary in 2025, and we are looking for an agency partner to help us with a branding strategy project that will prepare us for the next phase of our growth.  

Our partner will recommend an elevated brand strategy that will take PAC from primarily a mailers manufacturer to a full-service solutions provider in the packaging market. We believe it is time to think beyond the mailer into adjacent markets that would benefit from our competencies.

RESULTS & FEEDBACK

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

The overwhelming positive reception from our founders and board of directors to our employees.

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

The communication and deliverables were on point.

What was your primary form of communication with Northbound?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

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

The people, their culture and approach.  We knew immediately we wanted to work with Sam and her team.

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

I can't think of anything,

STAR RATINGS
Overall rating: 5
Quality: 5
Cost: 5
Schedule: 5
Willing to refer: 5

BACKGROUND

Please describe your company and position.

I am the CEO of Agape In Home Care

Describe what your company does in a single sentence.

We care for the vulnerable via in home care. 

OPPORTUNITY / CHALLENGE

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

• New Branding and Messaging

SOLUTION

How did you find Northbound?

Prior Project Engagement

Why did you select Northbound over others?

Best in the Business

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 were looking to add a premium level of service that is uncommon to our industry. We reached out to Northbound to assist us with the messaging and naming. I've worked wtih them previously to name Sailbridge as a separate division of Flyhomes and they did an excellent job with that project as well. 

RESULTS & FEEDBACK

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

We received the messaging framework and the name we like. We'll continue to monitor effectiveness as we launch the ad campaign. 

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

Yes, they were always on time or early and they were quick to respond to our needs. They beat our expectations. 

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?

Their personal involvement and investment into this project. In a world of impersonal corporate engagements, they were a breath of fresh air to work with. 

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

They delivered flawlessly. I'm normally one to always come up with constructive criticism but in this case unfortunately I have nothing to suggest. 

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.