Objects with gravity
Northbound
An identity system and a technical rebuild that doubled organic revenue.
Three sub-brands, three visual languages, and a site architecture that search engines could barely crawl.
One system, three expressions. We unified the identity, then rebuilt the information architecture around how people actually search.
A structural grid, a single display face used with discipline, and photography treated as material rather than decoration.
- /Identity system with motion and typography rules
- /Content architecture rebuilt into eleven topic clusters
- /Render and crawl issues resolved across 4,200 URLs
- /Guidelines and template library handed to the internal team
+92%
+2.1X
41
“We spent less and sold more. That has never happened before.”
A city that moves