What if you could create a branded house from the inside out? Northgate just did that.
A leader in technology and service solutions, this UK company — a conglomerate of brands — sought a masterbrand that would unify the whole without compromising the autonomy of the business units. To strike this balance, we developed a shared, flexible identity system and rolled out a positioning platform based on all of the businesses’ common strengths. We then showed how this shared positioning could apply to each business unit and how each unit could customize it for the right digital, print and environmental experience.