Northwood Contractors LLC, hoping to leverage decades of carpentry expertise and an established client base, recognized the need to strengthen client relationships. To remain relevant with that clientele, the founder sought a logo that visually conveyed the company’s steadfast integrity and superior quality of work.

At the time, little focus had been given to how apropos the company's name was. Using the name as the impetus for inspiration, the dual-meaning logo simultaneously personifies the founder's trade – crafting natural wood into dwellings – while a north-pointing symbol represents the company’s ability to guide and strategize with clients.