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Northfold
An everyday-gear store built for repeat buyers
- Client
- Northfold
- Services
- E-commerce, Art direction
- Year
- 2026
- Timeline
- 14 weeks
The challenge
Northfold had outgrown a brand designed for a two-person startup. Sales decks, the product and the website all told a different story.
We started with twenty customer interviews and a teardown of every touchpoint. The pattern was clear: people trusted the product, but the brand made it look smaller and riskier than it was.
The approach
A calmer palette, a custom grotesk and a single graphic device — a ledger line — that scales from a 16px favicon to a 12-metre stand. We built the system in Figma and code at the same time so marketing could ship with it on day one.
Results
- 3.4×
- Demo requests, six months after launch
- −38%
- Time to produce campaign assets
- 71
- Components in the shared brand kit