Northwind Outdoor
The brief.
NORTHWIND had a good product and a name nobody could place. We ran naming and identity as one piece of work — positioning first, then the name, then the marks and rules drawn around it — and wrote the guidelines so their own team could apply it without us.
What it did in market.
The brief.
Measured two years after launch, with the identity unrevised.
Naming
One name cleared in seven markets, chosen from a shortlist of four in the second week.
1 name
Recall
Unprompted brand recall up 34% among their core audience, measured a year after launch.
+34%
Guidelines
A twenty-eight page guideline their team has applied to two seasons without a studio review.
28 pp
Durability
Two years on, the identity has not been revised — only extended, using the rules as written.
2 yrs
We came in expecting a logo. What we got was a reason for the logo, which is what actually settled the internal arguments.
Marta Lindgren
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