By Adam Wakefield

North Limited was started in 2014 by yourselves, the Bond brothers, along with Oliver van der Schroeff. What motivated you to start your own agency and what did each of the founders bring to the agency or firm? Also, why North Limited?

Firstly, thanks for all the questions. We’re excited that you’re asking us. It means that someone, somewhere out there is intrigued. The idea behind our name, North, is that everyone has a focal point, whether you’re a brand, a client or an employee. It’s that golden light at the end of the tunnel.

We call this “your North” and we’ve made it our job to help you get there. The reason we have “Limited” on the end of it is honestly because it was the only URL available and it also kinda makes us sound a little more grown up. Two years ago, we decided to leave our cushy day jobs and start North, a platform for us to challenge ourselves, our ideas and our clients to do things differently. We feel that our unconventional thinking, diverse backgrounds, and charming smiles will help bring brands and consumers together in new and exciting ways.

Having worked abroad for 13-odd years in big creative agencies like Mother New York and Weiden + Kennedy Amsterdam, I decided it was time to start building my own brand, so I reached out to my brother, a maestro in spatial design and all things tangible and Olivier, the financial and business pillar of North, to start a new type of agency. We threw caution to the wind and opened our doors just over two years ago. It’s been a roller coaster ride which was exactly what we needed.

How often do you collaborate with traditional advertising firms and, separate from that, how important is it that firms, whatever their skill set may be, be able to collaborate with one another?

The days of clients needing big agencies across their entire portfolio are numbered. I noticed this when working on Nike in Amsterdam; they were giving the smaller “hot shops” the opportunity to work on a project-basis but very creative briefs and the results were fantastic. Top creative work for a fraction of the price. This also opens the door for collaborations between smaller shops and larger agencies - essentially, we are seen as a supplier instead of the competition.

North is here to help, not compete.

Do you think enough attention is paid, in the South Africa market, to the physical dimensions in which a business’ customers interact with the brand? Also, have you found that Cape Town and Johannesburg, as two centres of SA’s economy, view the issues differently?

We tend to start with an idea and then choose our medium. Because the brief is written doesn’t mean it’s set in stone. If the concept needs a TV spot to articulate it then so be it, but more often than not it’s not the case. Yes, you may be hitting more people with your messaging but are you creating something truly engaging?

The Puma Social Club that my brother did in Braamfontein hit the sweet spot. A six-month activation that extended to a year because the environment engaged with its audience in an original manner. The great thing about a physical experience is that no one is selling the product to you. Space allows a consumer the freedom to interact with the brand however they see fit. I think South Africa as a whole is moving in the right direction. There are areas of Jozi that are way more progressive than what we have Cape Town.

Is there such a thing as “current trends” in your business and how do you keep up to date with what’s happening elsewhere overseas?

“All good things come to a trend”. This is a saying that we throw around the studio a lot and something that helps us avoid rehashing existing ideas. What’s good for one client may not be relevant for yours.

So yes, we have our ear to the ground but we never let it influence our thinking. Of course, I would be lying if I said we were totally original in everything we do, that’s just impossible these days with the amount of information being shared online. We have a lot of international contacts and half of our team is from Europe, we’re kept in the loop, but to be honest, I reckon SA has some of the best creative talents out there.

Just look at Durban. It’s a breeding ground for exceptional artists, musicians, writers, and directors. We don’t have to look too far to be inspired. Our design philosophy is to make the communication as simple as possible and we articulate that across various platforms, from branding to a physical environment.

For more information, visit northltd.co.za. Alternatively, connect with them on Facebook or on Instagram.