Northbound
Repositioning a heritage outerwear brand
Brand
Experience
Strategy
Technology

Campaign Strategy
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



Brand System
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



Custom Typography
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



“Working with the team was a smooth and rewarding experience from beginning to end. Every stage of the process felt well-organized, transparent, and creative. This testimonial serves as placeholder text for testing longer feedback sections within layouts or templates.”

Full Name
Job position

Info
This is a placeholder case study introduction. It demonstrates how you might briefly describe the client and the project objective without going into real details. The purpose is to show structure and flow for a condensed format.
With a shared understanding of the challenge, we explored multiple creative territories to define a refreshed brand expression. From tone of voice and visual language to customer flows and digital touchpoints, we developed a cohesive system that felt both strategically aligned and emotionally resonant. Every decision was measured against the core ambition: to create clarity, consistency, and distinction.
Once the strategy and identity were established, our team moved into experience design, shaping an interface that was intuitive, elegant, and built for scalability. We focused on reducing friction, strengthening narrative impact, and crafting moments of delight throughout the journey. Interactive prototypes allowed us to test, refine, and validate the solution before moving into full build.
Development was carried out through an iterative, transparent process, blending strong technical foundations with adaptive collaboration. Modular components, clean code, and a flexible architecture ensured long-term maintainability. Performance, accessibility, and responsiveness were treated as essential parts of the craft, not afterthoughts.
The final launch marked more than a new digital presence — it became a catalyst for internal alignment, external recognition, and renewed brand confidence. By combining strategy, creativity, and technology, we delivered an experience that not only met the brief but unlocked new potential for the brand’s future.
Awards
2022 Tokyo TDC Annual Awards / Excellent Work / Japan
2021 GDC Award / LOGO/ Selected Award / China
2021 GDC Award / Brand Identity / Selected Award / China
2021 Award 360° / Commercial Branding of the Year / China
2021 Award 360° / Packaging Design of the Year / China
Credits
Project Lead: Emily Turner
Art Director: Daniel Kim
Design Team: Sophia Martins, Liam O’Connor
Copywriting: Chloe Bennett
Development: Marcus Schneider
Client Team: Olivia Hayes
Northbound
Repositioning a heritage outerwear brand
Brand
Experience
Strategy
Technology

Campaign Strategy
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



Brand System
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



Custom Typography
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



“Working with the team was a smooth and rewarding experience from beginning to end. Every stage of the process felt well-organized, transparent, and creative. This testimonial serves as placeholder text for testing longer feedback sections within layouts or templates.”

Full Name
Job position

Info
This is a placeholder case study introduction. It demonstrates how you might briefly describe the client and the project objective without going into real details. The purpose is to show structure and flow for a condensed format.
With a shared understanding of the challenge, we explored multiple creative territories to define a refreshed brand expression. From tone of voice and visual language to customer flows and digital touchpoints, we developed a cohesive system that felt both strategically aligned and emotionally resonant. Every decision was measured against the core ambition: to create clarity, consistency, and distinction.
Once the strategy and identity were established, our team moved into experience design, shaping an interface that was intuitive, elegant, and built for scalability. We focused on reducing friction, strengthening narrative impact, and crafting moments of delight throughout the journey. Interactive prototypes allowed us to test, refine, and validate the solution before moving into full build.
Development was carried out through an iterative, transparent process, blending strong technical foundations with adaptive collaboration. Modular components, clean code, and a flexible architecture ensured long-term maintainability. Performance, accessibility, and responsiveness were treated as essential parts of the craft, not afterthoughts.
The final launch marked more than a new digital presence — it became a catalyst for internal alignment, external recognition, and renewed brand confidence. By combining strategy, creativity, and technology, we delivered an experience that not only met the brief but unlocked new potential for the brand’s future.
Awards
2022 Tokyo TDC Annual Awards / Excellent Work / Japan
2021 GDC Award / LOGO/ Selected Award / China
2021 GDC Award / Brand Identity / Selected Award / China
2021 Award 360° / Commercial Branding of the Year / China
2021 Award 360° / Packaging Design of the Year / China
Credits
Project Lead: Emily Turner
Art Director: Daniel Kim
Design Team: Sophia Martins, Liam O’Connor
Copywriting: Chloe Bennett
Development: Marcus Schneider
Client Team: Olivia Hayes
Northbound
Repositioning a heritage outerwear brand
Brand
Experience
Strategy
Technology

Campaign Strategy
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



Brand System
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



Custom Typography
This placeholder content is intentionally generic, providing a sense of tone and structure without referring to specific services, projects, or outcomes. Its purpose is to help visualize how final copy may flow across multiple paragraphs.
Use this space to communicate key ideas, introduce supporting information, or expand on a topic in greater detail. The exact length and level of depth can be adjusted depending on the needs of the section.



“Working with the team was a smooth and rewarding experience from beginning to end. Every stage of the process felt well-organized, transparent, and creative. This testimonial serves as placeholder text for testing longer feedback sections within layouts or templates.”

Full Name
Job position

Info
This is a placeholder case study introduction. It demonstrates how you might briefly describe the client and the project objective without going into real details. The purpose is to show structure and flow for a condensed format.
With a shared understanding of the challenge, we explored multiple creative territories to define a refreshed brand expression. From tone of voice and visual language to customer flows and digital touchpoints, we developed a cohesive system that felt both strategically aligned and emotionally resonant. Every decision was measured against the core ambition: to create clarity, consistency, and distinction.
Once the strategy and identity were established, our team moved into experience design, shaping an interface that was intuitive, elegant, and built for scalability. We focused on reducing friction, strengthening narrative impact, and crafting moments of delight throughout the journey. Interactive prototypes allowed us to test, refine, and validate the solution before moving into full build.
Development was carried out through an iterative, transparent process, blending strong technical foundations with adaptive collaboration. Modular components, clean code, and a flexible architecture ensured long-term maintainability. Performance, accessibility, and responsiveness were treated as essential parts of the craft, not afterthoughts.
The final launch marked more than a new digital presence — it became a catalyst for internal alignment, external recognition, and renewed brand confidence. By combining strategy, creativity, and technology, we delivered an experience that not only met the brief but unlocked new potential for the brand’s future.
Awards
2022 Tokyo TDC Annual Awards / Excellent Work / Japan
2021 GDC Award / LOGO/ Selected Award / China
2021 GDC Award / Brand Identity / Selected Award / China
2021 Award 360° / Commercial Branding of the Year / China
2021 Award 360° / Packaging Design of the Year / China
Credits
Project Lead: Emily Turner
Art Director: Daniel Kim
Design Team: Sophia Martins, Liam O’Connor
Copywriting: Chloe Bennett
Development: Marcus Schneider
Client Team: Olivia Hayes
Browse
More projects

Northbound
Index title
Repositioning a heritage outerwear brand
Entertainment
2025
Northbound
Index title
Repositioning a heritage outerwear brand
Entertainment
2025
Northbound
Index title
Repositioning a heritage outerwear brand
Entertainment
2025

Ridge
Index title
A rebrand to support a move into premium markets
Consumer Brands
2025
Ridge
Index title
A rebrand to support a move into premium markets
Consumer Brands
2025
Ridge
Index title
A rebrand to support a move into premium markets
Consumer Brands
2025

Kindred
Index title
Building a lifestyle brand rooted in community and culture
Education
2025
Kindred
Index title
Building a lifestyle brand rooted in community and culture
Education
2025
Kindred
Index title
Building a lifestyle brand rooted in community and culture
Education
2025

Vanta
Index title
A bold identity system for a next-generation fintech platform
Finance
2024
Vanta
Index title
A bold identity system for a next-generation fintech platform
Finance
2024
Vanta
Index title
A bold identity system for a next-generation fintech platform
Finance
2024

Marlow
Index title
Elevating a boutique hospitality group into a global brand
Civic & Public
2024
Marlow
Index title
Elevating a boutique hospitality group into a global brand
Civic & Public
2024
Marlow
Index title
Elevating a boutique hospitality group into a global brand
Civic & Public
2024

Luma
Index title
A digital-first identity for a fast-growing skincare label
Food & Drink
2025
Luma
Index title
A digital-first identity for a fast-growing skincare label
Food & Drink
2025
Luma
Index title
A digital-first identity for a fast-growing skincare label
Food & Drink
2025

Cinder
Index title
A campaign-led rebrand for a contemporary fashion label
Fashion & Beauty
2024
Cinder
Index title
A campaign-led rebrand for a contemporary fashion label
Fashion & Beauty
2024
Cinder
Index title
A campaign-led rebrand for a contemporary fashion label
Fashion & Beauty
2024

Tallow
Index title
A retail concept translating craft into modern commerce
Finance
2024
Tallow
Index title
A retail concept translating craft into modern commerce
Finance
2024
Tallow
Index title
A retail concept translating craft into modern commerce
Finance
2024

Echelon
Index title
Reframing a consulting firm for a new generation of clients
Arts & Culture
2023
Echelon
Index title
Reframing a consulting firm for a new generation of clients
Arts & Culture
2023
Echelon
Index title
Reframing a consulting firm for a new generation of clients
Arts & Culture
2023

Brim
Index title
A product-focused identity for a direct-to-consumer startup
Entertainment
2023
Brim
Index title
A product-focused identity for a direct-to-consumer startup
Entertainment
2023
Brim
Index title
A product-focused identity for a direct-to-consumer startup
Entertainment
2023

Hearth
Index title
Transforming a legacy food brand for modern audiences
Food & Drink
2023
Hearth
Index title
Transforming a legacy food brand for modern audiences
Food & Drink
2023
Hearth
Index title
Transforming a legacy food brand for modern audiences
Food & Drink
2023

Quarry
Index title
A strategic repositioning for a design-led property developer
Consumer Brands
2023
Quarry
Index title
A strategic repositioning for a design-led property developer
Consumer Brands
2023
Quarry
Index title
A strategic repositioning for a design-led property developer
Consumer Brands
2023

Sable
Index title
A refined rebrand to enter the luxury accessories market
Civic & Public
2023
Sable
Index title
A refined rebrand to enter the luxury accessories market
Civic & Public
2023
Sable
Index title
A refined rebrand to enter the luxury accessories market
Civic & Public
2023

Pillar
Index title
Creating a cohesive brand system for a scaling tech company
Fashion & Beauty
2023
Pillar
Index title
Creating a cohesive brand system for a scaling tech company
Fashion & Beauty
2023
Pillar
Index title
Creating a cohesive brand system for a scaling tech company
Fashion & Beauty
2023