Northwind Rebrand

Placeholder content. Northwind is a made-up company — this file exists to fill out the Work listing while the real case studies are written.

The problem

Northwind had grown from one warehouse to eleven in four years, and the brand had not kept up. Sales decks, the website, and the driver app each used a different logo, and none of them looked like the same company. Enterprise prospects read the inconsistency as a company that was smaller and less stable than it actually was.

The approach

I started with an audit of every touchpoint we could find — 60-odd assets across sales, product, and facilities. Sorting them made the pattern obvious: there was no shared vocabulary, so every team had invented one.

From there the work was a single system: a redrawn wordmark, a two-weight type pairing, a restrained palette built around a signal orange, and a photography direction that favored the actual fleet over stock imagery. Everything shipped with usage rules, because the point was to stop the drift, not just reset it.

The outcome

The new identity rolled out across the site, sales collateral, and vehicle livery over a single quarter. Sales reported that decks stopped needing per-deal reskinning, and the design team cut asset requests roughly in half once the system was self-serve.

“The first time all our trucks matched our website, we started getting asked different questions in sales calls.” — Fictional VP of Marketing