We believe in creative communication. Shouted to the masses, or whispered quietly in confidence. We understand that creativity is informed by smart thinking…and smart thinking is best achieved through creativity. We create effective solutions that are as strategic as they are striking, as intelligent as they are inspiring. We connect—image to promise, client to consumer, heart to soul.
At NORTH, we know that every client is distinct, each project unique. We understand that brands don’t exist in a vacuum—and no process should tell you otherwise. That’s why you won’t hear us extol the virtues of a patented "five pillars to successful communication" or some proprietary "eight building blocks to better brands." What we DO do is immerse ourselves in our client’s world—listening, learning, absorbing. We then rely on our creative instincts to process that knowledge and our experience and talent to develop solutions that are appropriate, agile, truthful and influential. We like to think of it as practice over process. Novel.
We’re in the business of brand. Everything we think of—and think up—helps to create, define, shape, transform, build and/or extend brands. Communication is the basic currency used in our efforts. From strategic positioning to traditional advertising to new media solutions, NORTH creates the comprehensive communications solutions that stand above the clutter to best convey our clients’ core visions, beliefs, personalities and values. They reach audiences both emotionally and rationally. It’s the art of influence. And it takes on a variety of forms.
"Know-how." Interesting word. It’s generally equated to mean "expertise"— certainly something we always aim to bring to the table. Fitting, too, that the "know" comes before the "how." It’s the same in our world, which is to say that we truly know our clients and their objectives before we determine how to best convey them. By creating targeted brand strategies for our customers, we provide the foundation for all creative executions that follow. "Smart." That’s another word we use to define this approach.
It’s a world of perceptions. With every contact customers have with an organization or a product, they take away something—intended or otherwise. Over time, these perceptions become your "image." And too often, it doesn’t truly reflect who you really are or how you wish to be perceived. Luckily, any image is malleable. Through cohesive brand identity packages, we create the tools needed to change perceptions, creating identities for our clients that are appropriate, true…and desired. It’s not voodoo; it’s branding. And it’s pretty powerful stuff.
How you say something—and what you look like saying it—is often as important as what you say. The fact of the matter is, the look, feel and content of your communications go along way toward how you’re accepted and the degree of influence you have. Buttoned up or toned down, we put together a variety of communications vehicles that look fitting to our clients, speak intelligently on their behalf and make a profound impact. Because having the loudest voice in the market isn’t enough; it’s the voice that has something to SAY that actually gets heard.
Attraction can be positively powerful. Done properly and intelligently, advertising has the ability to attract consumers to products and services like no other medium. It introduces. It builds loyalty. It creates opportunity. From traditional channels to more unconventional means, we develop an array of clever and relevant ways to attract the attention of the public to our clients and their stories. Magnetic. NORTH.
It takes a planned, well thought out and expertly executed presence to truly make an impact. Whether at a sporting event or an exhibition—or any other environment that your audience attends—there are likely to be a lot of voices shouting for attention. We adorn the area with the materials and messages that, working as a system, own the environment, getting your brand seen, your voice heard, and your story told. It’s a whole different meaning to "environmentally
Dynamic stories are often best told through a dynamic medium. From websites to digital presentations, new media solutions offer a more vibrant, animated and interactive way to tell your story—and to a broader audience—than the printed page or billboard alone can accomplish. It’s a wholly different way of communicating, with it’s own unique language. We speak it. Very well.
To promote their new "high performance business center" concept, the Fortune 500 global management and outsourcing company hired NORTH to help develop a high-impact internet presence to introduce the concept to current clients. Utilizing 3-D animation and motion graphics, we created a virtual center online, featuring a "flythrough" to illustrate the center and highlight the value it would offer their clients.
NORTH was contracted to develop the Olympic brand image for BHP Billiton in their role as sponsor and official medals supplier of the Beijing 2008 Olympic Games. The comprehensive Olympic Sponsorship program extended into several executions – including hospitality programs, PR, advertising, events, merchandise and internet – and has helped provide the corporation entrée into a wealth of community and global events that exist under the Olympic sponsorship umbrella.
To ensure consistency of brand image across their distributor network, premium workwear manufacturer Carhartt hired NORTH as their digital asset management partner. We created an online database of all Carhartt photographic assets, cataloging product line and lifestyle imagery, and designed the dedicated website to house the library. Additionally, we created a DVD package of the assets that was distributed to authorized Carhartt retailers and media outlets.
NORTH was hired by the popular NHL organization to develop its Official Merchandise Catalogs. The creative platform was developed to form a distinct personality for the catalogs, yet work in support of the organization’s defined brand identity. NORTH oversaw multiple photo shoots to achieve our vision, including separate athlete and location shoots, as well as all product photography for the catalog.
In developing an integrated bid campaign for this Qatari capital city, NORTH helped to create the brand image for one of the world’s fastest growing regions. Our team worked closely with Qatari leaders, immersing itself in the rich culture of this modern desert oasis, to develop the integrated materials used in their efforts to bring the Olympic flame to the Arabic-speaking world for the first time.
Helios Partners understand the value of brand image. The international sports marketing consultancy represents some of the most recognizable brands around the world, from global corporations to major sports properties to Olympic bid cities. So when they needed marketing materials that would best represent their brand, they turned to NORTH. From concept to execution, we helped put a face to their communications, developing their on-line presence as well as their core printed materials.
As part of a commitment to position the Australian Open Golf Tournament as the preeminent golf event in the Asia-Pacific region, the government of New South Wales, Australia wanted to persuade Tiger Woods to participate in the 2009 Australian Open to be held in Sydney, Australia. NORTH was hired to develop a one-of-a-kind invitation and packaging solution that would house the official proposal and create an impressive keepsake that would leave a lasting impression.
Leveraging our Olympic experience and knowledge of Russian sport, NORTH created a comprehensive bid campaign for the Russian capital of Moscow. Through a branding effort encompassing a variety of integrated components, NORTH helped to tap into the youthful spirit of the area in their efforts to attract the first-ever Youth Olympic Games.
As a new fashion venture, Modelli was looking for a marketing partner to create the "face" for its line of trend-setting couture. NORTH worked closely with the innovative company from their inception, creating their identity for the line, including the mark and all supportive graphic elements. Additionally, we took inspiration from the style of the line to develop a trendy yet sophisticated portfolio system designed to resonate with high-end retail and fashion buyers.
Launching a brand new product in the marketplace, Xela Innovations contracted NORTH to develop their new brand from the ground up. From initial brand platform, product naming, and identity development, to producing the myriad of marketing materials used to launch the product, we were instrumental in successfully shaping and projecting the overall brand identity for Purleve.
As principle design firm for this Russian city’s Olympic bid, NORTH created a distinctive look and feel that married the country’s rich sport and cultural history with an emerging new and contemporary "Russia of the Future." A multitude of executions—from advertising and print collateral to web and environmental graphics—were developed during the two-year campaign. The visual branding efforts we created greatly contributed to Sochi’s successful bid, helping them win the honor of Host City to the 2014 Olympic Winter Games.
Give and take. Push and pull. Back and forth. At NORTH, we believe that truly great work is only born out of great collaboration between client and agency. We know our work is only as strong as the people we represent, and we’re proud of the roster of quality national and international clients we’ve been fortunate enough to collaborate with.
We’re creatures of our creative environment. That’s why we love to host visitors at NORTH. The cappuccino maker is always at the ready, and we can clear the work off of the pool table in a flash, if you’re so inclined. Just give us a call or shoot us an email. We look forward to hearing from you.
409 Adams Street | Toledo, OH 43604 USA | t. +1.419.464.7679 | f. +1.419.244.5846 | info@northdesign.com