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Awakening brand strategy throughout your company

“The Northbound team went the extra mile to understand our brand and our consumer’s ethnic culture. Their open-minded approach was integral in drawing out valuable insights from our internal team, our partners, and our consumers. With their partnership, we were able to find our brand voice and identity which has allowed us to find our true North as we navigate new territories with our brand!”
Diana Wang
Marketing Manager, January Foods Corp

Kam Yen Jan

Tradition for today

Kam Yen Jan, the leading Chinese sausage brand, needed to stay relevant as its traditional immigrant audiences continued to age. Northbound helped Kam Yen Jan refresh its strategy and logo in a way that would leverage its leadership and history to connect with both its current audience as well as draw in new, younger audiences.

What we did

Narrative Messaging
Day of Possibility
Qualitative Research

“Northbound thinks at a very strategic level, and possesses deep market insight. More importantly, they are passionate about developing brands, and bringing new brands to life.”
Peter Guyer
CMO, Toosum Healthy Foods


Creating global goodness

Toosum’s founding CEO brought significant experience importing and exporting consumer packaged goods. Yet in a crowded consumer category filled with me-too’s – how would Toosum cut a new path?

What we did

Vision Setting
Positioning Narrative
Messaging Design

“Northbound challenged us to think even bigger to pursue the potential of our brand’s global impact as a technology leader in a complex, rapidly changing transportation industry. They helped us focus in an ever-shifting landscape. Their strategy and creative skills were critical to telling the INRIX story.”
Steve Banfield
Former CMO at INRIX, Current CEO at ReachNow


Navigating beyond traffic & data

INRIX stood for traffic data, yet delivered so much more. In a global conversation about Big Data and IOT how does a 15-year-old brand find its voice to expand customer perceptions and fuel growth?

What we did

Custom Research: Qualitative, quantitative
Positioning, Narrative, messaging
Brand architecture, Naming strategy
Design, Guidelines

“Northbound’s team is truly outstanding for naming and brand strategy. I was impressed with their creativity, speed and agility to get up to speed on technically complex products and services.”
Ada Agrait
General Manager, Cloud + Enterprise Services, Microsoft


Establishing a process & strategy

In a business group that represents the future of Microsoft business, innovation abounds and the engine of progress is fast moving with products launching quickly. How do you balance the excitement of releasing a new product while consistently landing the right strategy overall for one of the largest and most important brands in the world?

What we did

Brand architecture + Portfolio strategy
Naming strategy
Naming creative
Naming guidelines

“Northbound uncovered the human moments that matter most to our customers and the relationships they seek. Bringing together a cross-functional team, they led us to understand the insights and the potential to bolster our strategy, customer experience and ROI that truly delivers on being the Un-carrier.”
Michael Busby
Senior Manager, Marketing, T-Mobile


The moment of truth to guide the experience

How do you continue to bolster a rocket-fueled brand and deepen its consumer-commitment into operational delivery and customer retail experience?

What we did

Qualitative research
Customer journey mapping
Customer experience innovation

“Working with the Northbound team on this branding campaign was an honest and powerful experience. They found the common threads that unified us and that would resonate with our even broader intended audience. Their skill in bringing out the conversations that were both inspirational and actionable really impressed me and the tandem outcomes of a compelling campaign brand and a stronger core team far exceeded my expectations.”
Aaron D. Clark Ph.D
Director of Strategic Partnerships, Stewardship Partners

Stewardship Partners

Igniting a movement

This exciting initiative brought together dozens of individuals and points of view to share a single vision for protecting Puget Sound. How do you start a movement that ignites an entire city, aligns a large constituency and does so in a way that creates excitement and a roadmap for other cities to follow?

What we did

Day of Possibility workshop
“Big Idea” concepting and creative execution
Logo and visual identity to bring the new campaign to life

Our Services

Our Brand Compass helps identify your brand purpose in a way that’s relevant, differentiating, and credible. The result emotionally connects with employees and customers, drives business results, and forms the backbone of how everyone in your organization learns to live your brand.

Discovery & Insights

  • Brand Measurement and Tracking
  • Qualitative and Quantitative Research
  • Market Sizing and Audience Segmentation
  • Audience Profiling and Persona Development
  • Day of Possibility
  • Customer Journey Mapping
  • Moderating and Workshop Facilitation

Brand Strategy

  • Brand Compass
  • Brand Positioning
  • Brand and Product Architecture
  • Brand Voice
  • Corporate and Product Naming
  • Portfolio Management
  • Nomenclature Systems
  • Content Strategy

Brand Activation

  • Brand Identity Design
  • Innovation Labs
  • Internal Branding
  • Interactive Design and Development
  • Sales & Marketing Collateral
  • Experience Design
  • Campaign Design
  • Event Marketing
  • Brand Guidelines
If you’d like to learn more, give us a call or send us an email.