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Navigators of the Possible

Northbound Offices
What defines us?

We’re always strategy-first

Northbound was created to solve an age-old problem: what do you do when there is more than one right answer?

Our approach is to use teams with a range of experience and perspective to explore the current realities and possibilities for your brand. Then, we develop a clear rationale and roadmap that outlines the best right answer, with clear steps forward.

We’re a woman-owned business founded on a powerful idea: that great brands are filled with purpose that drives every part of your organization. If clarity, perspective, and direction sound good to you, we’d love to talk.

Principals
Michelle McRae

Michelle McRae

Managing Partner

“I am inspired by the game-changing advancements our clients are sharing with the world, and am often struck by their inquisitiveness, authenticity and openness to collaborate as partners. As we each write our own personal story, it’s an honor to spend our time coauthoring in such meaningful ways.”

Michelle’s respect for the work, the process, and all the people involved has resulted in her clients and colleagues maintaining a relationship with her long after the project ends. For more than 20 years she led initiatives while working with leaders at: T-Mobile, Expedia, Bank of America, The Limited, Westfield Shopping Centers, GE, PepsiCo, Madison Square Garden, NY Knicks, Mars, Weyerhaeuser, and Starbucks.

Samantha Temple Neukom

Samantha Temple Neukom

Chief Brand Officer

“We view brand strategy as a discipline, a craft and a way of leading thoughtful, breakthrough work. We’re at our best when we partner with a client to inspire, drive internal alignment, and deliver meaningful work that moves the business forward. We help our clients become more efficient and lovable -- by making them purpose-driven.”

Sam embraces both the art and science of building a brand. The process is dynamic and since 1997, her experience has provided clients with a depth of perspective and know-how. Sam has honed her craft working with leaders at: Starwood Hotels, P&G, Snapple, Tanqueray, Pfizer, Tylenol, Thomson Reuters, and Kaiser Permanente.

Dan Cabacungan

Dan Cabacungan

Strategy Director

Rob Osler

Rob Osler

Strategy Director

Jason Hall

Jason Hall

Naming Director

David Bates

David Bates

Creative Director

Jenna Burke

Jenna Burke

Senior Account Director

Melissa Filion

Melissa Filion

Account Director

Chloe Cooper

Chloe Cooper

Account Director

Alessandra Brescia

Alessandra Brescia

Senior Account Supervisor

Adam Shigem

Adam Shigem

Senior Strategist

Natalie Balthrop

Natalie Balthrop

Senior Strategist

Kate Larabee

Kate Larabee

Senior Strategist

Denise Aguilar

Denise Aguilar

Senior Strategist

Cameron Krueger

Cameron Krueger

Senior Strategist

Sara Millstein

Sara Millstein

Senior Strategist

Gabriella Keski

Gabriella Keski

Strategist

Aakanksha Sinha

Aakanksha Sinha

Strategist

Nathan Budke

Nathan Budke

Strategist

Mairin Sheridan

Mairin Sheridan

Strategist

Odin Amador

Odin Amador

Designer

Hannah Curd

Hannah Curd

Account Coordinator

Miriam Macias

Miriam Macias

Strategy Intern

Joan Kelly

Joan Kelly

Director of Style

How we work

1

Balance business realities + market possibilities

What we do is grounded by business needs, and we can’t keep ourselves from noticing gaps in the market and voids with consumers that spell opportunity for our clients

2

Passionate, without being precious

We love what we do, but we don't think it’s our way or the highway; we aim to be builders and collaborators with our teams, clients, and partners

3

Know when to ignite a room, and how to listen hard

Our experience has taught us the benefit of both, and our ego never gets in the way

4

An owner’s mentality

We put ourselves in our client’s shoes and drive a project on behalf of our clients