‘Their approach is something we really relate to,’ said Mike, Huddle’s lead designer on the project. ‘They start with perception and intention, and then focus on learning from the game and reacting instinctively to whatever comes up. That’s something we do all the time with new projects, as it lets us quickly tune into a kind of innate wisdom and insight. It’s a real game-changer.’
Judging from the brand identity created by Huddle for Northbound (a name they created for the business, reflecting the direction a subscriber’s game will continuously move in), the approach works beautifully.