Acme Inc. is becoming Northstar

When we started Acme Inc., the name felt broad enough to grow with us. And it did.

But as our work evolved, the name began creating more questions than answers. People often assumed we made physical products, ran a general consulting firm, or did something entirely different from what we actually do: help teams turn complex work into clear, coordinated progress.

We found ourselves explaining the name before we could explain the value. That was a sign it was time for a change.

So Acme Inc. is becoming Northstar, with a new name and a new logo that better reflect the direction, clarity, and momentum we help our customers create.

What stays the same

Most importantly: we are still the same team, building the same product and supporting the same customers.

Your account, data, plan, pricing, contacts, and support remain unchanged. Our commitment to making your work simpler and more effective has not changed either.

This is a new identity—not a new company, ownership structure, or product strategy.

What changes for you

• Our name will change from Acme Inc. to Northstar.
• You’ll see our new logo and visual identity across the product, website, emails, and social channels.
• Our website will move from acme.com to northstar.com.
• Emails will gradually come from @northstar.com addresses.
• Existing Acme website links and email addresses will continue to redirect during the transition.
• Invoices, receipts, and other documents will begin using the Northstar name.
• Your login details, account settings, integrations, and saved work will stay the same.

Timeline

• Today: We’re announcing our new name and identity.
• Over the next 30 days: Our website, product, emails, and social profiles will transition to Northstar.
• After 30 days: Northstar will become the primary name across all customer touchpoints. Acme links and email redirects will remain active to make the transition seamless.