Northbound

Northbound was hired by Avalara, a tax and compliance solutions company, to reinvent their messaging in light of competition from AI-based startups. The goal was to reposition Avalara as a leader in AI and agentic processes for tax and compliance. Northbound conducted a thorough discovery process and research, developed a new positioning statement and tagline, and provided employee training to bring the new messaging to life. The result was a comprehensive brand strategy report, primary research insights report, a new brand positioning and external tagline, and a messaging framework that resonated with Avalara's market segments.

Siteimprove, a digital accessibility and marketing performance software company, engaged Northbound to brand a new product and create a new visual identity for the company. The project was of significant importance as it involved the launch of Siteimprove.ai, a product that the company was heavily invested in. Northbound was tasked with creating the product name, logo, visual identity, product vision, and company mission. They also developed visual identity assets and a brand narrative. The project was successful, resulting in a strong new brand identity for both the company and the new product.

Accatic Inc., an accounting automation platform for auto dealerships, hired Northbound to identify best-in-class names for the automotive and technology industries and develop a new logo. The goal was to create a seamless transition from the existing names and logos of the company. Northbound provided a new name, logo, and color palette for the company, working closely with the senior leadership team. The engagement, which ran from August to November 2025, was successful in providing a smooth transition for the market.