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.
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
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
Group Strategy Director
Rob Osler
Strategy Director
Brooke Barrier
Strategy Director
Oskar Stucis
Strategy Director
Adam Shigem
Associate Strategy Director
Natalie Balthrop
Associate Strategy Director
Jason Hall
Naming Director
Tyler Doyle
Naming Director
David Bates
Creative Director
Damon Nakagawa
Design Director
Jenna Burke
Group Account Director
Chloe Cooper
Account Director
Alessandra Brescia
Account Director
Kristen Pembroke
Sr. Account Manager
Natalie Marques
Account Coordinator
Jess Kubat
Account Manager
Denise Aguilar
Senior Strategist
Sara Millstein
Senior Strategist
Gabriella Keski
Senior Strategist
Nathan Budke
Strategist
Mairin Sheridan
Strategist
Victoria Bergamini
Associate Strategist
Timothy Schmidt
Sr. HR and Operations Manager
Joan Kelly
Director of Style
Marla McAlpine
Director of Accounting & Finance
How we work
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
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
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
An owner’s mentality
We put ourselves in our client’s shoes and drive a project on behalf of our clients