Designer Matt Erickson helps a Minneapolis clothing company show its pride in the North.
When MPLS / STP Clothing Co. first began making goods out of Minneapolis, Minnesota, the company’s positioning limited it to functional communication materials. But after five years of creating generic Minnesota-themed T-shirts, MPLS / STP was ready for a comprehensive rebrand. It turned to local designer Matt Erickson to help it consider and execute a new strategy, identity and positioning—starting with its name. Thus, Northmade Co. was born. Erickson also created nearly every piece of communication for the brand, including more than 20 apparel designs, a website, and painted signage and murals. By including a variety of eclectic marks throughout the assets, from graphic snowflakes to pine trees, he accentuated the brand’s point of view that the northern region is for everyone, being as dynamic as it is friendly. With its new visual treatment, which feels at once variable and versatile, yet consistent, Northmade Co. is limited to functional communication no more. Confident and approachable, the brand allows people to show their pride in the North.