Elevate, the Canadian non-profit behind one of the country’s largest technology and innovation festivals, is becoming Nrth.

Co-Founder and CEO Lisa Zarzeczny announced the rebrand during Opening Night of the festival in Toronto on September 22, marking the first Nrth Festival after nearly a decade under the Elevate name.

Since launching in 2017, the organization has welcomed more than 89,000 attendees and showcased hundreds of Canadian companies. But Zarzeczny said Canada’s innovation challenge has changed. As artificial intelligence and other technologies move rapidly into the economy, founders need customers and connections as much as capital, while business leaders need help determining which technologies are worth adopting.

“Visibility alone isn’t enough anymore,” Zarzeczny said. “Nrth is about direction and expanding the role we can play for this community.”

The Nrth Festival will remain the organization’s flagship annual event, but beginning in 2027 Nrth plans to offer more year-round programming, including founder and investor connections, technology adoption programs, events and industry insights.

This year’s festival brings more than 10,000 attendees to Toronto from September 22–24, with programming focused on artificial intelligence, fintech, technology sovereignty and the future of Canadian business. Speakers include Reddit Chief Communications Officer Adam Collins, OpenTable CEO Debby Soo, Bumble Chief Product and Technology Officer Vivek Sagi, Cohere Canada Country Manager Michael Pelosi, Xanadu founder Christian Weedbrook and Clio CEO Jack Newton. Former Toronto Raptor and Toronto Tempo investor Kyle Lowry is also appearing. (elevate.ca, attractionsontario.ca)

Board member Arlene Dickinson said the organization’s expanded mandate comes at a moment when Canada must improve its ability to turn innovation into companies, productivity and economic growth.

“Canada is at an important moment,” Dickinson said. “We have to get better at turning the innovation we create here into stronger Canadian companies and a stronger economy.”