Based in Montreal, Merchant North draws inspiration from the merchants of the Old World—navigators who moved goods across vast distances, harsh climates, and uncertain terrain. That idea of direction, resilience, and connection became the foundation of the brand. The visual system translates this concept through layered linework, directional forms, and high-contrast compositions that evoke movement, terrain, and navigation—abstract representations of data, strategy, and forward momentum.

Designed as a strategic pivot to support growth and attract top talent, Crank Studio delivered a complete rebrand, website, and marketing system that helped reposition Merchant North as a confident, modern agency and supported its expansion from a small team into a global force.