"Why the Aurora Borealis?"

It’s a question we hear often. Clients, partners, even new team members are curious: why would a business consulting firm choose a natural phenomenon—one that dances across polar skies—as a core part of its identity?

The answer is simple: because it captures everything we believe in.

At Clearpoint Business Group, we don’t just help businesses grow—we help them discover what’s possible when they step into the unknown. The Aurora Borealis, with its vivid colors and elusive beauty, became the perfect symbol for that journey. It represents fascination, transformation, and the thrill of discovering something new.

The Moment of Inspiration

The idea didn’t come from a boardroom or a branding agency. It came from a moment of shared awe.

One evening, our team stood together under a vast, dark sky, watching the Northern Lights ripple and shimmer above us. For many of us, it was the first time seeing them in person. The colors moved like waves—green, violet, blue—dancing in silence across the heavens. We were mesmerized.

That moment sparked something deeper: a collective realization that this phenomenon mirrored the kind of experience we wanted to create for our clients. Unexpected. Beautiful. Transformative. It was a reminder that even in the most uncertain environments, there is potential for brilliance.

A New Identity, Rooted in Wonder

We didn’t want to be just another consulting firm. We wanted to be a partner that sparks curiosity, encourages bold thinking, and helps organizations see their challenges in a new light. The Aurora became our guiding symbol:

• Fascination: Like the lights, we aim to captivate and inspire. Our strategies are designed to spark new ideas and energize teams.
• Discovery: The Aurora appears when conditions are just right—just like breakthrough insights. We help clients create those conditions.
• Transformation: No two auroras are the same. Likewise, no two solutions we offer are identical. We tailor every engagement to the unique needs of our clients.

Bringing the Theme to Life

Our rebrand in 2022 brought the Aurora into every corner of our identity:

• Visuals: Our website and materials now feature flowing gradients and dynamic imagery that echo the movement of the lights.
• Language: We speak in terms of journeys, illumination, and discovery—because that’s what we offer.
• Experience: From immersive workshops to strategic roadmaps, we design every interaction to feel like a moment of insight.

A Symbol of What’s Next

The Aurora Borealis reminds us that even in the coldest, darkest places, beauty and brilliance can emerge. That’s the spirit we bring to every client engagement. We’re not just here to solve problems—we’re here to help you see your business in a new light.

So the next time you ask, “Why the Aurora?”—know that it’s more than a logo or a theme. It’s a promise: to guide, to inspire, and to help you discover what’s possible.