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NAG: A CULTURAL STATEMENT
Client
North Actionsports Group
Project Type
Editorial, Company Ethos
Year
2024
Defining the 'Why'
Why do you need a cultural statement? It can help guide decision-making. It trickles into everything you do as a brand, and ultimately will help your consumers (and future employees) understand and identify with you. So not just the ‘what’ you make. It really comes down to the why are you doing what you’re doing.
Starting, as always, with people––I approached the task as if crafting a brand identity. By identifying the archetype that best represents NAG’s employees, I developed a tone of voice and defined the company’s values, purpose, and aspirations. This collaborative process included working closely with the co-founder to ensure the message aligned with NAG’s core identity and goals.
The new cultural statement provided clarity and focus for NAG, serving as a strategic framework for the brand’s identity. It articulated why the company exists, how it fulfills its purpose, and where it’s headed—ensuring alignment across teams. This not only inspired employees internally but also strengthened NAG’s ability to attract talent, connect with customers, and guide decision-making with a unified vision.
North Actionsports Group wanted to define its cultural foundation by consolidating its vision, mission, purpose, and values into clear statements. They also needed a manifesto to inspire and align employees with the company’s direction.
