What is True North Routes?
True North routes was born out of a simple idea: local stories deserve the same care, strategy, and creativity as major tourism brands.
Growing up in a small town in Simcoe North, our founder, Nicole McMurdy, has always had a passion for the small businesses, artists, and community stories that make each and every Ontario town special.
What started as a personal interest in photography and storytelling quickly became something more intentional: an opportunity to help communities share their identity in a way that feels honest and considered, not staged or generic.
True North Routes works with municipalities, tourism organizations, and small businesses to capture what a place actually feels like.
The goal isn’t just to make something look good, it’s to create work that reflects the people, culture, and experiences that make a destination worth visiting.
What We Stand For
1. Authentic Storytelling
The goal isn’t to manufacture stories, it’s to uncover them. We help businesses and communities articulate what makes them special.
2. Sustainable Tourism
Growth matters, but integrity matters more. Our work is rooted in responsible tourism practices, environmental awareness, and long-term community wellbeing.
3. Local First
Championing small communities, independent businesses, and regional creators to build marketing strategies that not only attract visitors but also strengthen the places they visit.
4. Design & Strategy With Heart
From visual branding to digital storytelling, we approach each project with artistry, research-driven insight, and the belief that meaningful marketing should feel warm, human, and personal.
5. Small Team, Big Impact
As a boutique agency, we intentionally keep our team small so that our partnerships can be close, collaborative, and customized.