
Northbound
Outdoor lifestyle co.
- Challenge
- An outdoor brand selling premium gear was being mistaken for a budget label in a crowded category.
- Strategy
- Repositioned around the rituals of slow travel and built a quiet, confident identity to match.
- Design process
- Type-led mark, monolithic wordmark, restrained palette, and a photographic system that holds the line across packaging and digital.
- Outcome
- Wholesale meetings up 3.2× and a 41% lift in DTC conversion within two quarters of launch.



