TASSEL™
Company Profile
Backstory
Tassel was founded in 2000 by Andy Lynch under the name North Star Marketing-Communications, Inc. The firm served a wide range of clients across multiple industries — banking, tech, logistics, trades, textiles, legal, healthcare, construction, and more. As a “generalist, full-service agency,” we solved problems for companies of all shapes and sizes. It was challenging and engaging work, flattening the learning curve every time the firm entered a new space. But this approach, while exhilarating, was limiting.
In 2019, Andy began studying agency positioning, going deep into a specific expertise rather than wide across industries and service categories. In March of 2020, Andy convened North Star’s leadership team and proposed “burning the boats,” going all in on education, the market the firm knew best and loved most. After all, we took on our first school client in 2001, and our education portfolio has grown steadily over the years. The Leadership Team unanimously agreed to make the pivot.
The decision to go deep into the education market paved the way for a name change, something Andy had been pondering for several years. With a commitment to focus on education, the creative constraints narrowed the conversation considerably. After a year of waiting on the United States Patent Trademark Office (USPTO) to approve the trademark and another year of planning and rebranding, on January 1, 2025, North Star Marketing became Tassel, the marketing firm that helps independent and faith-based schools pursue healthy enrollment™.
About Our Name, Tassel
There’s a magical moment on graduation day that expresses the completion of one journey and the beginning of another. It’s not putting on the cap and gown, listening to an inspiring commencement address, or even crossing the stage and receiving the diploma. It’s when the student, with great satisfaction, reaches up to their mortar board, grasps the tassel, and moves it to the other side. That simple gesture represents so much. All of the student’s hard work, persistence, and aspirations. And all of the collective efforts of so many people who made the moment possible — parents, peers, faculty, staff, leadership, college counselors, coaches, instructors, and mentors. And, of course, the hard work of marketing and admissions team members who guided them through the initial decision.
The tassel turn is the inspiration for our firm’s name. We take pride in being at work behind the scenes because we believe in the transformative power of education. When families connect with the right school, they begin a journey that changes everything.
Beyond the tassel turn, there’s another important moment on graduation day that we want to memorialize. Shortly after students walk down the aisle, they gather together for one last time as a graduating class and, with a shot of joy, they toss their caps in the air, tassels twirling. And that’s the moment we’ve captured in our logo. We’re celebrating with students, families, faculty, and staff the tremendous accomplishments of their graduates.
Our Mission, Vision, and Core Values
At Tassel, we have a few core commitments that shape our culture, inform our decisions, and guide our client engagements.
mission
We align our God-given creative talents to provide Marketing Leadership that transforms lives through education for the common good.
VISion
To develop the standard for enrollment marketing and make it accessible for every educational institution.
CORE VALUES
Lead with Humility
Pursue Growth
Push for Clarity
Value Community
Find Joy in Work
Commit to Excellence