The business had grown. The brand needed to catch up.

The Lawn Doc T-Bay had evolved beyond lawn care into a year-round grounds management company serving commercial, institutional, multiunit, healthcare, community, and residential properties across Thunder Bay.

But the name and brand were still telling the old story.

It was time for something bigger. A brand that reflected the work they do today, built credibility with larger clients, and gave them room to keep growing.

The project started with a complete rethink of how the business looked, sounded, and showed up in the market.

New name. New identity. Clear direction.

Shout Media developed NorthGround Outdoor Services, a name that moves the company beyond its lawn care roots while staying connected to the North and the ground they work on every day.

Then, we built an identity to match.

The compass-inspired symbol puts the “North” front and centre, while sharp, angled forms take cues from the equipment behind the work: snowplow blades, mower blades, shovels, and more.

Bold industrial typography brings strength and durability. Subtle angles create movement. Every element was designed to communicate precision, momentum, and a company that gets the job done.

The result is a strong, practical identity that feels just as at home on equipment and workwear as it does online.

A strong brand needs to show up strong everywhere.

Once the identity was locked in, we brought NorthGround to life online with a new website and cohesive social media presence.

The website keeps things simple: show people what NorthGround does, establish credibility, and make it easy to take the next step.

Customers can quickly explore year-round services, understand NorthGround’s capabilities, and request a quote without digging for what they need.

Clean. Professional. Built to convert.

And with the same look, feel, and voice carried into social media, NorthGround now shows up consistently wherever customers find them.