At True North we believe what matters most in any media is what matters to customers. Whether it’s video, print, interactive, or web, we start each project with what is real, relevant, and believable. The goal: stay true to what audiences actually care about. The result: viewers remember your message.
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Here are some of our favorite pieces, with examples for each type of media we create.
If you’ve made it this far down the page, you probably think at least a little bit like us. For you, we’d like to go into a little more depth about our philosophy, because we think you’ll probably like what we have to say. We call it:
The True North Manifesto
Creating media that rings audience-true
It’s become popular to dismiss today’s audiences as either distracted or overexposed: Spoiled by sleek smartphones and tablets. Jaded by near-instant access to millions of videos on You Tube. Addicted to the buzz and rush of the latest viral video.
In fact, most viewers are not overwhelmed by access to too many videos. Rather, we believe they are just plain underwhelmed by what they see—unmoved by a lack of honesty, clarity, and authenticity in so much of today’s digital media. Technology isn’t the culprit; content is. New devices are always going to disrupt how we experience media. That’s a given. But as the universe of digital content expands, and the sheer speed of access accelerates, the fewer people will tolerate anything that seems contrived or self-serving. And the more the fundamentals of good storytelling will apply:
- Substance trumps style.
- Authentic beats artificial.
- Saying less achieves more.
At True North, we sense a need to stay ahead of these changing tastes and shifting eyeballs by creating media that viewers not only watch but actually resonate with—because it rings Audience-True. It’s not about badgering audiences with needless details, or masking droves of marketing messages with clever words and pictures. What matters most in any media is only what matters to customers. It’s about starting with what is real, relevant and believable. Staying true to what audiences actually care about. And recognizing that achieving an authentic voice in media isn’t just rare…it’s a powerful product and brand attribute that keeps viewers coming back for more.
All of which suggests a clearer way to stand out from the vast clutter of media out there: spend less time thinking about audience “takeaways” and more time wondering how to get them involved and engaged in the first place.
The fundamental question is: Does the story ring true with them, or not?
If all this sounds pretty good, please get in touch to discuss how, together, we can create media that works for you and your audience.
1010 B Street, Suite 216, San Rafael CA 94901