About

Who We Are

90 Degrees South was founded by myself, Philip Johnson, who thought the modern consultancy / agency could be structured in a way where the incentives of the service provider and client were more aligned and transparent.

In a time where a lot of folks are selling snake-oil, we think it's important to be able to prove results and back them up with data. Where design-thinking and data wasn't a luxury, but a requirement. Somewhere where most people don't want to go.

What's with the name?

Roald Amundsen was a one of the most successful explorers who ever lived. After becoming the first to navigate the Northwest Passage, he planned a subsequent expedition in which his team became the first to reach the South Pole.

Many consider the now infamous expedition to the South Pole to be a masterpiece in planning and execution against all odds which is why we thought it apt inspiration for our small company.

I may say that this is the greatest factor—the way in which the expedition is equipped—the way in which every difficulty is foreseen, and precautions taken for meeting or avoiding it. Victory awaits him who has everything in order—luck, people call it. Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck.
— from The South Pole, by Roald Amundsen
Amundsen Portrait