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Building purpose-driven brands

A spotlight on brand purpose clears away the inessential and focuses your brand on what’s real, resonant, and breakthrough. Northbound believes that the only way for a brand to thrive is to uncover that purpose, orient your organization around it, and use it to drive clear, confident decisions.

What we do
“Through research, insight, and incredible partnership, Northbound has been able to address thorny brand strategy questions, navigate naming architecture, and help us develop a shared purpose across a rapidly growing organization.”
Ada Agrait
General Manager, Cloud + Enterprise Services, Microsoft
Thought leadership

From the blog

September, 2020
Craig Motlong

Finding the sweet spot: naming and identity creation for startups


The creation of the Joywell brand was a process of rigor, creativity, and finding the emotional resonance that sits between the two. The outcome is a brand born of vibrancy, happiness, and the pleasure of taste built into its expression.…

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Our clients

Our clients are our strongest champions