Northbound

Challenge

Northbound Outfitters made reliable camping and hiking gear, but sold it under three different names and logos. Customers loved the products and could not remember the brand that stood behind them.

Approach

We merged the range under the name Northbound and designed a bold compass-needle mark, an earthy palette of pine, ember and stone, and a rugged condensed typeface. Expedition photography with real people and real weather sets the art direction for packaging, tags and campaigns.

Result

Unaided brand awareness doubled within a year, and direct-to-customer sales grew by 42% after the rebrand.