Become
What's
Possible

Raise
Your
Trajectory

Significance is the standard for business success in this century. Unboundary is a transformation design firm that helps companies define, pursue and become what’s possible.

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New Standard
of Success

Defining and pursuing purpose deeply integrates culture and brand, finally revealing a company’s true identity. It makes a company more meaningful to its employees, more relevant to its stakeholders and, ultimately, significant to society. Significant companies rise quickly above their competitors because people want to see them succeed — and will actually help do their marketing for them.

Mission

Mission represents the relentless pursuit
of profits and shareholder value.

Purpose

Purpose articulates a company's
conscious decision to pursue the
larger role and relevance its core
business can have to the world.

Meaning

Meaning develops as a company culture
believes its work has a larger purpose.

Relevance

Relevance occurs when a company's
pursuit of purpose is meaningful to
its stakeholders.

Resonance

Resonance develops when a company's
pursuit of purpose is recognized and
talked about by people beyond its
traditional stakeholders.

Significance

Significance is when the world
wants to see and actually engages
in helping a company succeed.

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  • Mission

    Mission represents the relentless pursuit
    of profits and shareholder value.

  • Purpose

    Purpose articulates a company's
    conscious decision to pursue the
    larger role and relevance its core
    business can have to the world.

  • Meaning

    Meaning develops as a company culture
    believes its work has a larger purpose.

  • Relevance

    Relevance occurs when a company's
    pursuit of purpose is meaningful to
    its stakeholders.

  • Resonance

    Resonance develops when a company's
    pursuit of purpose is recognized and
    talked about by people beyond its
    traditional stakeholders.

  • Significance

    Significance is when the world
    wants to see and actually engages
    in helping a company succeed.

  • Stretch
    Your
    Mind

    We believe if you stretch your mind you'll never see your company the same way again.

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    Seeing what’s possible requires escaping the demands of a typical day and looking up and out. One tool to help expand perspective is Brain Food, a custom-curated print or digital collection of articles, videos, trends and thinking to inspire you and your team with new perspective about your organization.

  • Digital Brain Foods can be updated to help you and your team develop more adaptive strategy.

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    A Brain Spa is an experiential version of Brain Food. Through a tailored workshop experience, you and your team can gain new perspective, share and compare thinking, and develop stronger alignment. Transformation begins at this small group level.

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    We create Mind Maps to help organizations understand the drivers shaping a changing world, or even the specific forces that directly impact their industry.

  • Sensing emerging trends and understanding macro drivers is a habit Unboundary's culture fosters. Foundary is an employee-generated repository of thousands of tagged and searchable entries that expand our collective perspective and provide the resource needed to help your team do the same.

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    Our curious, learner tendency is also fed by acting as organizer and host of TEDxAtlanta, which has given us a network that spans Google Science Fair geniuses to Grammy-winning musicians.

  • All Change
    Is Narrative

    We believe that narrative has superhuman power. A company’s narrative integrates strategy and culture in a way that excites the organization with purpose and meaning. It helps everyone see and believe in emerging possibilities, and think and act in ways that make them reality.

    Strategy Narrative Culture
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    When then-CEO Neville Isdell gave 150 managers the job of reinventing The Coca-Cola Company, Unboundary helped the group explore, synthesize and communicate its plan. The result was Manifesto for Growth, a multi-year initiative towards sustainable growth, developed and powered by the people who could implement it: employees. This small reference booklet was a part of the kick-off, and became a common sight in meetings, as employees restored the company’s performance, improved its reputation, and became the greater company they knew was within them.

  • Manifesto for Growth was a turning point for Coca-Cola, making possible new programs such as Live Positively, its global citizenship program. L+ helped Coke align its environmental efforts to its values, and transform its relationships with NGOs. No opportunity was missed to engage people in a new conversation, as evidenced by this special business card created for Coke executives to use at events like TED and Davos.

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    The belief — no — the conviction with which InterfaceFLOR pursues its promise to eliminate any negative environmental impact by 2020 has made it one of the most remarkable and well-regarded companies in the world. Ray Anderson was a visionary man who accomplished amazing things, and this idea of leadership was part of his ethos. Unboundary helped the company capture the consistent and persistent voice of Interface, making its story relevant and resonant to other companies and industries.

  • Even for one of the most sustainable companies in the world, it’s hard to stand out at Greenbuild — the world’s largest green building expo. Exhibitors at Greenbuild usually focus on product claims. We recognized that to rise above the fray, we had to take on a much bigger topic that everyone was ignoring: Getting off oil. Because of their bold presence, Interface elevated the conversation at Greenbuild, not only standing out but demonstrating real leadership.

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    Chuck Schwab created his company with a crystalline belief that everyone should be an investor, and that Schwab would support investors with accessibility and fairness, low fees and transparency. In the midst of the financial crisis, we used their Annual Report to express his point-of-view about the crisis. We created this essay, communicating Chuck’s straightforward assessment: that the financial services industry had erred when it forgot that the money it used was people’s money, and that significant industry change was needed.

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    Spend any time with a teen today and you’ll be amazed by what they know and what they can do. Three Dot Dash brings more than 30 of these kids — many of whom head up their own organizations — together for an annual Global Teen Summit. These Global Teen Leaders work one-on-one with leaders in the entertainment and communications industries who mentor, coach and teach them how to amplify their own messages of peace. Unboundary captured the vision and inspiration of the movement through the name, identity and communications that helped Three Dot Dash gain global impact, spanning 18 countries on five continents and partnering with 47 NGOs.

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    FedEx is a household name, deeply grooved in our minds as the company whose envelopes and packages absolutely, positively arrive overnight. That image, however, can still obscure people's ability to see the huge and critical contributions FedEx makes to society today. Unboundary developed a thought leadership platform — Access — that allows people to see the deeper role and relevance of FedEx.

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    FedEx content focuses on customers like John Hardy, an artisanal jewelry company based in Bali, to showcase the ripple effect of Access. Because FedEx helped Hardy compete as a global business, its employees, partners and communities have thrived, enjoying higher standards of living.

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    Employees were used throughout this FedEx Global Citizenship Report to reinforce the role each of them plays in the biggest things FedEx makes possible in the world.

  • It’s easy to think of FedEx as taking a package from point A to point B. Unboundary created Access as an idea to help people understand the company’s true relevance. FedEx helped OtterBox grow from $5 million in sales to $169 million in three years — in itself a great accomplishment. But the real value was that OtterBox created 500 jobs, opened sales offices around the world, bought real estate, built warehouses and created a ripple effect where employees helped continue the prosperous cycles.

  • Milestones

    Reframed FedEx, revealing its greater role and relevance.

    “Our relationship with Unboundary is built on their willingness to go ‘above and beyond.’ That is true not only in the way they work with people throughout the company, but in the way they understand and communicate FedEx. They’ve given us ideas that have literally become assets to the company, and they work with us to build equity in those assets every day.”

    Fred SmithChairman, CEO, President and Founder of FedEx

  • Milestones

    Revitalized The Coca-Cola Company, returning it to growth and greatness.

    “Of the many projects on which Unboundary has collaborated with us, there is one of which I’m particularly proud — our Manifesto for Growth.”

    Neville IsdellChairman and Chief Executive Officer, The Coca-Cola Company

  • Milestones

    Created Three Dot Dash, helping to amplify the voice and actions of teen leaders from across the globe.

    “An ‘out of the box’ recommendation, a phone call, a meeting, a meeting of the minds, uncommon generosity, world changing ideas, friends…We are family. That’s Unboundary.”

    Nile RodgersMusic Producer and CoFounder, We Are Family Foundation

  • Milestones

    Rethought IBM back to life.

    “The mid-1990s turnaround of IBM involved all the issues of self-examination and redefinition that come with a near-death experience. The work Unboundary helped to shape was much more than ‘branding,’ ‘marketing’ or ‘communications.’ It was rethinking a great company back to life.”

    Jon IwataSenior Vice President Marketing and Communications, IBM

Unboundary is a strategic studio that helps organizations transform

Begun in 1987, Unboundary has been shaped by imperatives our clients have faced: rethinking IBM back to life, reimagining Sesame Workshop for the digital age, redefining success for The Coca-Cola Company, reframing FedEx to reveal its greater role and relevance, evolving Northwestern Mutual from a life insurance company to a financial services leader.

We are a diverse team united by our ability to help organizations see, set and enact transformative strategy. Perhaps the most important commonality among us is an overwhelming optimism we bring to our work — an optimism that speaks to leaders and enterprises that believe that the work they do, and the products and services they provide, are significant.

Our clients tell us — and will welcome the chance to tell you — that working with us is different. We integrate strategy and culture through a combination of conceptual thinking, narrative and communications design. This resets an organization’s culture, radically reducing the loss of time and traction between strategy and execution.

The work we do with clients creates long-term assets — strategic platforms in which equity can be built over years. It is work that requires courage and a willingness to look beyond what exists to what’s possible. A good way to understand Unboundary is through our role as organizing sponsor and host of TEDxAtlanta. TEDxAtlanta is one way we help create shared epiphanies in our own community and in the global audience that joins via webcast.

Contact Us

Tod Martin
President & Chief Executive
office: (404)614-4299 x1000
cell: (404)906-7234

Govantez Lowndes
Executive Director
office: (404)614-4299 x1002
cell: (770)329-0180

201 17th Street, NW
Suite 100
Atlanta, GA 30363

phone: (404)614-4299
fax: (404)614-4288
View Map


201 17th Street, NW
Suite 100
Atlanta, GA 30363

phone: (404)614-4299
fax: (404)614-4288
View Map

Tod Martin, President & Chief Executive
office: (404)614-4299 x1000
cell: (404)906-7234

Govantez Lowndes, Executive Director
office: (404)614-4299 x1002
cell: (770)329-0180