Brand Design, Digital Design | Fitzrovia Real Estate
Reimagining how strategy takes shape
NorthGuide is a business consultancy helping organizations design strategies that work in the real world, for institutions, citizens, and the systems that connect them. The work focused on translating this thinking into a visual identity that felt intelligent, collaborative, and built for long-term relevance.
Working closely with NorthGuide’s leadership, the brand was shaped into a clear, flexible system that could support complex ideas without feeling academic or closed off.
Business goal:
Position NorthGuide as a forward-thinking consultancy, trusted to guide organizations through complex, systems-level challenges.
Design/experience goal:
Create a visual identity that reflects NorthGuide’s strategic depth and collaborative approach, while remaining adaptable, scalable, and easy to apply across future work.
Role:
Lead designer
Defined a clear brand foundation that expressed NorthGuide’s purpose, values, and way of working through a confident, considered visual language.
Built a modular identity system designed to scale across presentations, reports, digital platforms, and future initiatives without losing clarity or coherence.
Designed a logo and typographic approach that balanced precision with openness, reflecting both strategic rigour and co-creative thinking.
“The identity reflects NorthGuide at its core, thoughtful, future-focused, and built for systems-level impact. It’s a foundation we can grow with.”
Sarah Mostowich
— Chief Strategy Officer
