Northland Power

Brand Refresh

Strategy & Insights

Brand Positioning

Overview

When Northland Power approached us for a "brand refresh" in 2022, we quickly realized this wasn't about logos or colors - it was about catching up to who they'd become.

The company had grown from a local Canadian player to a global energy leader, but their brand was still stuck in the past.

Through extensive employee consultation, we uncovered a key insight: there was a real opportunity to better align Northland's workforce around where the company was headed and strengthen their connection to the green energy mission. We also saw the need to build stronger unity across their global operations, making sure every employee felt part of the journey.

Instead of just refreshing visuals, we focused on cultural transformation. We developed a narrative that honored Northland's scrappy entrepreneurial roots while positioning them as pioneers in global energy transformation.

We started from the inside out. Our rollout included local brand ambassadors across continents, turning every "Northlander" into a genuine advocate for the company's sustainable energy mission. We also built governance structures to keep everything consistent long-term.

The result went beyond a new brand. We created a globally connected workforce united behind driving real change in the energy sector.