Some of the best client relationships sometimes start with one project and grow from there. My partnership with Pacific Northern started when the company brought me in to support a big project.

“Pacific Northern initially partnered with Shan Bates, LLC to help us with content for a major website update,” shares Jon McEwen, Executive VP, Sales and Creative. “Since then, my team and I have trusted her with elevating our social media strategy and other brand projects.”

What began with the website content evolved into something much broader—a multi-year strategic relationship.

Start with the Brand

Before deciding what the website updates needed to include, we needed to be clear about who Pacific Northern is. Through a brand brainstorm and guidelines process, we defined the company's strengths, differentiators, audiences, voice, and story. That foundation became our roadmap.

From there, we developed an ongoing editorial strategy connecting Pacific Northern's expertise with retail, design, consumer behavior, culture, and industry trends. We turned technical expertise, projects, people, company history, and timely topics into lifestyle-driven content designed to make a complex, niche business interesting and accessible.

Elevating the Conversation

As the content strategy evolved, so did the conversation. A long-form thought leadership initiative gave Pacific Northern an opportunity to talk not only about what the company crafts, but what it knows—demonstrating a broader perspective on retail and the customer experience.

The result is a more cohesive communications platform that reinforces the company's expertise, personality, and perspective, while creating a strong foundation for its 40th anniversary and next chapter.

For me, it's also a great example of why I believe in strategy before execution. Know who you are. Know what you want to say. Then find interesting, consistent ways to tell the story. The best brand building isn't one move. It's the entire game plan.