Northmade Co. is a company making good goods out of Minneapolis, MN. Previously named MPLS / STP Clothing Co, their proposition and positioning limited them to functional, generic communication, creating generic Minnesota themed t-shirts for five years. It was a perfect opportunity to carry out a comprehensive rebrand, considering and executing the naming, strategy, identity, positioning, over 20 apparel designs, a website, painted signage, murals, and basically every other piece of communication for the brand.
Northmade Co's identity is both confident and approachable, allowing people to show their pride in the North while accentuating the fact that the Northern region is for everyone, being as dynamic as it is friendly. This point of view is accentuated by a range of eclectic marks that show up in a variety of ways throughout a dynamic identity system. While feeling quite variable and versatile, it is recognizable and consistent in the overall visual treatment.