A growth and performance-led marketing team with strong creative execution. This book defines how Norte looks, sounds and behaves — so every touchpoint feels like the same small, sharp team.
A clear direction for growth. The brand pairs a strict grid, precise labels and a single signal colour (strategy and performance) with an expressive, editorial surface (creative).
Expressive. Big type, serif accents, large real work.
Structured. A 12-column grid, hairlines, numbered sections.
Precise. Mono labels, rulers, coordinates — never fake dashboards.
The mark is a heavy, geometric N. Its right stem rises above the cap height and ends in the north point — a solid signal square. It reads as a letter, a direction and a data point at once. No arrows, no compasses: the idea is carried by one deliberate offset.
Keep a minimum of one stem width (the north-point square) around the mark on every side. In lockups, the gap between mark and wordmark is ½ the square.
Mark 16 px / 5 mm tall. Full lockup 88 px / 24 mm wide. Below that, use the mark alone.
NORTE set in Archivo Bold, width 112, tracking −20. “Collective” in IBM Plex Mono caps, tracking +120, at ~¼ the cap height. Outline both for print files.
Rotate or tilt — north is always up.
Recolour outside the palette.
Stretch or distort.
Place on gradients or busy images.
A warm neutral base keeps the brand editorial rather than “tech”. Signal is used sparingly — the north point, a highlighted data point, a CTA. If everything is orange, nothing is.
Medium 540–560, width 86–92, tracking −3.5%. Leading 0.9–1.0 for headlines; Regular 400 at 1.5 for body.
One or two words per headline — the human, intuitive half of the sentence. Never full paragraphs.
Caps, 11–13 px, tracking +4%. Section numbers, capabilities, coordinates, metadata.
Helvetica Neue / Arial · Georgia · Menlo. All three families are free (Google Fonts, OFL).
Four elements replace the clichés of performance marketing (rockets, arrows, growth charts, dashboard screenshots). Each one stands for a part of the work.
A hairline grid that splits a surface into Creative · Audience · Data · Performance. The crosshair marks the intersection.
Audience — the few points that matter.
Measurement — a needle, not a chart.
The signal square: full stops, bullets, the CTA dot.
12 columns, 24 px gutters, outer margin clamp(16 px, 3.2 vw, 48 px). Section labels live in columns 1–3, content starts at column 4.
Real work, shown large and uncropped where possible. No stock photos of meetings, no generic marketing imagery. Team portraits: natural light, warm neutral backgrounds, same crop and colour grade.
Subtle and purposeful: lines that draw, text that rises from a mask, images that cross-fade. Easing cubic-bezier(.2,.7,.1,1). Respect reduced-motion.
PT is written, not translated. Keep industry terms in English when that's how people actually speak: Growth, Paid Media, Analytics, Tracking, CRM, Creative, Landing Page, Targeting, Performance, Conversion, Reporting, ICP.