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Brand identity

People decide how they feel about you before they read a word.

Your LinkedIn post in a feed, your proposal on a desk, your website on a phone. Here's how we make them all read as one company.

Northpoint is…
Plainspoken
Dependable
Dry wit
1

Who you are

Three traits that describe how you act and feel. Every design choice gets checked against them.

northpoint
AaBold / Regular
2

How you look

A refreshed or new mark, a palette with rules, and fonts that work in Google Docs and PowerPoint.

LinkedInnorthpoint
Websitenorthpoint
ProposalQ3 service plan
Uniformn.
3

Where it shows up

Signage, templates, social and email signatures, plus a short guide so vendors get it right without calling us.

Pick your starting point

Refresh or rebrand.

Two ways to work with us. Not sure which? Most companies need less than they think, and we'll tell you honestly on the first call.
Refresh

Keep what people know. Fix what's holding it back.

Your name and mark still work, but everything around them has drifted.

People already recognize your name and logo, and you don't want to lose that.
Your website, sales decks and proposals each look slightly different.
Nobody can find the real logo file, so everyone uses their own version.
Usually 3–4 weeksStart with a refresh →
Rebrand

Start from who you are now.

The company has changed and the brand still describes the old one.

You've grown, merged or changed what you sell, and the brand still describes the old company.
You're losing deals to competitors who simply look bigger or more established.
You're raising prices or moving upmarket, and the brand looks too cheap for it.
Usually about 6 weeksTalk about a rebrand →
What you get, either way

A brand guide people actually use.

Not a pretty PDF that sits in a folder. It's written for the people who apply your brand day to day: your team, your printer, your web developer.
NORTHPOINT BRAND GUIDE · LOGO MISUSE04
northpoint✕
Stretched
northpoint✕
Recolored
northpoint✕
Outlined
northpointSINCE 1987✕
Too crowded
northpoint✕
Drop shadow
northpoint✕
Rotated
Six mistakes we see most. Your sign shop gets this page first.
NORTHPOINT BRAND GUIDE · TEMPLATES08
Slide deck · 16:9Q3 maintenance
review
Lakeview Medical
One-pager
Proposal
Already built in Google Slides and Docs. Your team edits the words, not the design.
NORTHPOINT BRAND GUIDE · QUICK REFERENCE12
Logo filesShared drive / Brand / LogoMain green#1F3D2BHighlight gold#E0B13D · sparinglyHeadline fontBold, tight spacingMin. logo size24px wideQuestions?brand@northpointair.com
The one page people pin to the wall. Everything else is there if they need it.
How it works

Up to six weeks, start to finish.

A refresh moves faster: we shorten Design and Apply, so most wrap in 3–4 weeks.
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Before you reach out

Where does your company really sit?

A tiny version of the personality profile we build in week one. Drag the sliders, then bring your result to the first call.

Personality profileDraft
You sound like {{ soundsLike }} {{ traits }}
Copywriting

You know what to say. We'll write it.

Web pages, emails, sales sheets and launch copy, written by people who get B2B and built to be found in search. Send us your notes, however rough.

Your notes, Tuesday - new service page for chillers??
- Our service lead says customers love that we text when we're 20 min out
- need it before the trade show
+ 2 old PDFs, 1 voice memo
1

Send what you have

Bullet points, an old PDF, a voice memo from the car. Half-formed is fine. A short call fills the gaps.

Chiller service · draft 23 comments
Your chiller, back online before tenants notice. Service lead: love this line
2

We write, you react

Drafts land in a shared doc. Comment on what you love and what feels off. Two rounds is usually plenty.

Web pageLive
Chiller service
EmailSent
Trade show invite
BannerPrinted
Back online fast
LinkedInPosted
We text at 20 min out
3

It goes live

Final copy delivered ready to paste into your site, inbox or print file, with page titles and meta descriptions written for search. Or we load it in for you.

Pick how you work with us

One project or a writer on call.

Plenty of clients start with a project and keep us on afterwards.
Project

A big piece of writing with a deadline.

A defined scope, a fixed price and a date it ships.

You're launching a new website or redoing the main pages.
You have a trade show, product launch or campaign coming up.
You need a full set of sales materials written at once.
Usually 2–4 weeksStart a project →
Writer on call

Ongoing copy, without hiring.

A set number of pieces each month, from a writer who already knows your business.

Your marketing team is small, and writing always falls to the bottom of the list.
You need new copy every month: emails, web pages, sales sheets, social posts.
You want one writer who knows your business, so you don't explain it from scratch each time.
Monthly, cancel anytimeTalk about a retainer →
What you get, either way

Words that sound like actual humans.

Copy that's ready to publish, send and print. Here's what we'd write for a freight company.
HOMEPAGE Freight that shows up when we said it would.We move freight for manufacturers across the Midwest. You'll always know where your load is, and who to call if plans change.Get a quote a clear promise, in plain words.
EMAIL
SubjectGetting ahead of November
Hey there,

Trucks get hard to find every November. We've lined up extra drivers this year, so our regular customers don't have to scramble.

Want us to hold one for your shipments?

Thanks,
The dispatch team
helpful first, sales second.
ABOUT PAGE When you call, a person answers.Even at 4:58 on a Friday. Our dispatchers know your account, can see your load, and won't put you on hold to find out.

It's a small thing. Our customers tell us it's the reason they stay.
one small detail says more than ten claims.
How it works

Edited until it sounds like you.

Every draft goes to the people who'll use it. If it doesn't sound like your team on a good day, we rewrite it. Most pieces are done in two rounds.

Chiller page headline · version history3 drafts
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{{ d.who }}:{{ d.note }}
Content

Your best stories are stuck in your team's heads.

They come out on sales calls and job sites, then disappear. We get them out once a month and turn them into posts, newsletters, videos and case studies.

Monthly interview · Shop owner● 41:08
"...and honestly, half our customers find us because another shop said no. We kind of love the weird jobs."
1

Talk to us for an hour

One relaxed conversation a month with whoever knows the work best. No prep, no script.

POSTThe part nobody else would make
NEWSLETTERBefore you send a drawing to any shop
VIDEO"We kind of love the weird jobs."
CASE STUDYThree shops said no. We said yes.
2

We make the content

We pull out the good parts and write, design and edit them into a month of pieces.

This month
Wk 1Post
Wk 2Video
Wk 3Newsletter
Wk 4Case study
✓ All scheduled
3

It goes out every week

You review, we schedule. Your channels stay active without anyone on your team chasing it.

Pick how you work with us

Every month or one big push.

Most clients start with a push to see how it feels, then keep it going.
One big push

A batch of content for one moment.

A launch, a trade show or a new service that needs a lot of content at once.

You have a launch, event or new service coming up.
You want a set of case studies or videos you can use for a year.
You want to try working with us before committing monthly.
Usually 3–4 weeksPlan a push →
Every month

Show up every week without thinking about it.

One interview a month, turned into a steady flow of posts, emails and video.

Your last post was months ago and nobody owns it.
Your team has great stories but no time to write them up.
You want buyers to see you regularly, not just when you have news.
Monthly, cancel anytimeTalk about monthly →
What you get, either way

The content we make most often.

All of it comes from the same monthly conversation. A few examples from the kinds of B2B companies we work with.
01 · Social

Posts people actually stop for.

Founder posts, carousels and company updates for LinkedIn, written in your voice. Real stories from your work, not stock photos and "excited to announce."

Founder postsCarouselsCompany pageHiring postsShort video edits
PE
Principal engineerStructural engineering firm · 1d
A contractor called me at 6am. A beam on site was 2 inches short.

We had two options: send it back and lose a week, or redesign the connection by noon.

We picked noon. Here's how ↓
486 reactions62 comments · 18 reposts
CAROUSEL · 1 / 6 5 questions to ask before you hire an engineer Swipe →
COMPANY PAGEMeet the team: 22 years, 600+ projects, one very old coffee machine.
02 · Newsletters and case studies

Longer pieces that sales can send.

A monthly newsletter that helps before it sells, and customer stories with real numbers. The kind of thing a rep forwards after a first call.

Monthly newsletterCase studiesSEO blog articlesOne-pagers
NEWSLETTER · ISSUE 2252% opened
Why your software rollout stalled in week 3 (and how to restart it) Most teams don't fail at setup. They fail when the first real deadline hits and everyone goes back to spreadsheets.
The 3-week dip, explained
A 15-minute check-in that fixes it
Customer story: from 20% to 85% adoption
CASE STUDY · LOGISTICS How a 40-truck fleet cut dispatch time in half
-52%dispatch time
6 wksto roll out
03 · Sales enablement

Tools your reps will actually use.

Decks, one-pagers and battle cards built from what's working on real calls. Short, clear and easy to send, so reps stop making their own versions.

Sales decksOne-pagersBattle cardsProposal templates
SALES DECK · SLIDE 412 slides
Most plants lose 6 hours a week to unplanned downtime.
BATTLE CARDfor reps only
If they say"We already have a vendor."
You say"Great. What happens when they're out of stock on a Friday?"
ONE-PAGER · LEAVE-BEHIND Same-day parts for plants that can't wait Stocked locally, delivered in 4 hours, with one number to call.
12,000 parts in stock
4-hr local delivery
Net-30 for repeat buyers
Call for a quote today
SEO and AEO

Buyers ask AI now. Be the answer.

Buyers still search Google, and more of them now ask ChatGPT or Perplexity too. We build custom answer pages that rank in search and get cited by AI tools, so people find you either way.

1
Find the real questionsWhat buyers actually ask before they call you, pulled from sales calls, search data and AI tools.
2
Write clear answersShort, direct answers in your voice, each on its own page, with the proof to back them up.
3
Build it so machines can read itClean structure, keywords that match how people search, and FAQ markup so Google and AI tools can pull your answer.
How do I get my sales team to tell the same story?
Start with one core line everyone can say out loud, then give reps short versions for email, calls and decks. Test it on real calls and cut anything reps won't say naturally.
yourcompany.com/answers/sales-story+2 sources
YOURCOMPANY.COM / ANSWERS24 answers
How long does a messaging project take?+
What should a sales one-pager include?+
How do I get my sales team to tell the same story?+
Do we need a rebrand or just better copy?+
your answer, cited by name
Website and creative design

Your website is the first meeting. Make it a good one.

Buyers check you out long before they call. We design websites, landing pages and sales materials that explain what you do quickly and look like they came from the same company.

Direction Apicked
Direction B
1

Pick a direction

We show you two or three visual directions built from your brand. You pick one, and that sets the tone for everything.

Say what you do in the first line.Get a quote
2 comments
2

Design the pages that matter

Homepage, service pages and the ones buyers actually visit. You comment right on the designs until they feel right.

Launch checklistReady
✓Tested on phones and tablets
✓Loads in under 2 seconds
✓Forms connected to your CRM
✓Old links redirected for SEO
Go live
3

Build, test and launch

We build it, test it on every screen, connect your forms and handle the move from your old site, so launch day is quiet.

Pick how you work with us

A new website or a designer on call.

Lots of clients start with the website, then keep us for everything that comes after.
New website

A site you're proud to send people to.

Strategy, design and build, with copy and SEO basics included.

Your site was built years ago and no longer reflects what you sell or who you sell to.
Sales sends PDFs instead of links because the website doesn't help close deals.
Your site looks fine on a laptop but falls apart on a phone.
Usually 6–10 weeksStart a website →
Designer on call

Everything else, designed the same way.

A set amount of design each month for the pieces that keep coming up.

You need landing pages, decks and social graphics every month.
Every asset looks like it was made by a different person.
You have a trade show, launch or campaign coming and no designer in-house.
Monthly, cancel anytimeTalk about on call →
What you get, either way

One look on everything you put out.

Every piece below is from one project for a structural engineering firm. Same colors, same type, same voice.
ServicesProjectsCareers
Engineering for projects that can't afford a redo.Structural and civil engineering for hospitals, schools and industrial sites across the Midwest.Talk to an engineer
600+ projects35 licensed PEs12 states
Website
CONFERENCE · BOOTH 418 · APRIL 9–11 Meet the engineers behind 600+ projects.
Schedule a meeting
Landing page
03 / 14
Catch clashes before they hit the site.
Sales deck
1 / 5 5 questions to ask before you hire an engineer Swipe →LinkedIn carousel
Statement of qualificationsHospital expansion, Phase 2
Proposal
Healthcare structural services, at a glance One-pager
Project update: foundations completeSee photos
Email
if it has your name on it, it should look like you
HubSpot

Your CRM should make work easier. Not give you more of it.

Most HubSpot accounts we see are half set up, full of duplicates and ignored by sales. We structure your CRM around how you actually sell and market, with custom forms and workflows, so your team gets the most out of what you're already paying for.

Audit · first lookNeeds work
Duplicate contacts1,204
Unused properties86
Deals with no stage31%
Last report opened4 months ago
1

See what's really there

We audit everything: contacts, properties, pipelines, workflows, reports. You get a plain-English list of what to keep, fix and delete.

Deal pipelineMatches how you sell
New
Quoted
Won
2

Build it around how you sell

Pipelines, stages, forms and emails that match your real process, so your team uses it without being told to.

Deal closed wonauto
↓
Survey reply · 10/10"They fixed in a week what took our old vendor a year."
↓
Case study briefready
3

Make it feed your marketing

Wins, reviews and customer quotes get captured automatically, so case studies and content come easier.

Pick your starting point

Starting fresh or fixing what's there.

Not sure? Give us read-only access and we'll tell you on the first call.
Setup

Get it right from day one.

For teams moving into HubSpot or barely using what they bought.

You're moving off spreadsheets, Outlook folders or another CRM.
You bought HubSpot, but sales still tracks deals somewhere else.
You need forms, emails and landing pages live in weeks, not months.
Usually 4–6 weeksStart a setup →
Optimization

Make the one you have trustworthy.

For teams with years of HubSpot data that nobody trusts anymore.

You've had HubSpot for years, but it's grown messy: duplicate contacts, unused fields, old workflows nobody remembers.
Your forms, lists and pipelines no longer match how you sell today, so leads slip through.
You know you're only using part of what you pay for, and want a clear plan to get more out of it.
Usually about 6 weeksFix my HubSpot →
The hubs we work in

Whatever hubs you have, we make them work together.

Pick a hub to see what we set up.
HS
{{ hubSel.name }} {{ hubSel.head }}
●{{ it }}
Workflow · New subscriberActive
Form filled: "Get a quote"↓Welcome email (sounds like you)↓Wait 3 days↓Customer story newsletter
Open rate48%
Deals · Q4 pipeline9 open
Quote sentMarina groupRetail chain
NegotiatingFood distributor
Closed wonRegional hospital
Every rep, same stagesTidy
Content · Library24 assets
Case study: Regional hospitalPublished
Landing page: Get a quoteLive
Blog: Surviving the July rushDraft
Plan pricing v7Retire
Service · FeedbackThis week
Survey reply · Food distributor"They fixed in a week what our old vendor couldn't in a year."
Score10 / 10
Auto-flaggedStory-worthy
Data · Cleanup reportWeek 2
Duplicate contacts merged1,204
Empty properties removed86
Contacts missing lifecycle stage0%
Companies linked to contacts98%
StatusClean
Agent · Case study scoutRunning
InstructionsWatch closed-won deals. When a customer leaves a 9+ score, draft a case study brief and send it to marketing.
Briefs drafted this month3
Last: Regional hospitalReady to review
What you get, either way

Structured for how you actually work.

We focus on the CRM side of HubSpot: structure, forms and workflows that help marketing and sales use it every day.
01 · CRM structure

A CRM that's organized around your business.

We set up the bones: properties, lifecycle stages, lists and pipelines that reflect who your customers are and how you sell. Then we clean out the junk, so every contact, company and deal is where it should be.

Properties and fieldsLists and segmentsLifecycle stagesCleanup and dashboards
Cleanup reportBeforeAfter
Duplicate contacts1,2040
Contacts with an owner42%100%
Deals with a stage69%100%
Dashboards sales checks03
finally, numbers people trust
02 · Custom forms

Forms that ask the right questions.

Multi-step forms with smart logic, built in HubSpot and styled to match your site. They qualify the lead, route it to the right person and tag where it came from, before anyone picks up the phone.

Multi-step formsConditional logicLead routingBranded landing pages
Get a quoteStep 2 of 3
What do you need help with?Equipment repair ▾
How soon?This week
1 site2–5 sites6+ sites
Next →
Behind the form
If "repair" → show urgency question
If 6+ sites → route to senior rep
Company auto-matched to account
Lead source tagged by page
no more "contact us" box
03 · Custom workflows

Automation built around how you work.

Custom workflows for follow-up, handoffs, renewals and reminders, plus emails that sound like a person wrote them. Nobody falls through the cracks, and nobody has to remember to do it.

Nurture sequencesEmail templatesSales handoffsRenewal reminders
Workflow · New lead
Form filled"Get a quote" page
↓
Thank-you emailsounds like a person
↓
Assigned to repby territory
↓
Task: call in 24 hrsreminder if missed
EMAIL · WELCOME Thanks. Here's what happens next. A rep person will call you tomorrow. In the meantime, here are the three questions most people ask us first. Open rate 61%
How it works

From mystery to tidy in about six weeks.

Then we train your team so it stays that way.
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No khaos here

All the a's for your q's.

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Works well with

Start with
{{ s.short }}.

A 30-minute call. You leave knowing where we'd start, either way. Book a call