True North Advising Group Branding!

True North Advising Group in San Diego California provides management consulting for government, military, and business leaders. For their visual branding we had fun exploring different symbols to represent the concept of True North. Principal Advisor Rebecca Hannagan instantly resonated with brands featuring iconic, simple, representational logo marks—so it was a pleasure for our design team to iterate on different themes during our design process. Ultimately, we arrived at a colorful, inspirational brand centered around a minimalist bear looking up at a four-point star. This concept is based on the Ursa Major constellation that points to Polaris, the North Star. Just like in the logo, True North seeks to be a beacon to their clients—helping them energize their teams, get data-driven insights, and break through bureaucratic barriers. We hope this fresh branding will help to visually represent their dedicated mission.

The entire design team riffed on many sketch concepts for this project.

Would you wear this shirt?

Check out those colors! 😍