Northern Trust

Generational wealth makes a generational shift


Attracting younger banking clients with new expectations.

Northern Trust is a recognized leader in wealth management, asset management and asset-servicing solutions to some of the world’s most affluent individuals and admired companies. The institution is highly respected, but often perceived as an “old” bank for old money—the one your grandparents used. The bank sought to project the reality of its more modern capabilities and to attract new clients from the next generation of clients, who hold their financial services providers to new expectations.

Northern Trust branding specifications
Northern Trust interior brochure layout


Expand the meaning of wealth to individual achievement and impact.

Research-driven insight told us there was an opportunity for Northern Trust to speak to not just customers who want to grow their account balances, but also actively do more with their wealth. To support this, we created a comprehensive brand refresh that asserts a differentiated leadership position through a brand promise of “Achieve Greater,” the defining idea of its marketing and communications to clients and employees. Our work to date has encompassed corporate logo and visual expression, brand advertising, marketing collateral, website and web apps, awareness campaigns and internal communications—and most recently the development of Northern Trust’s progressive retail ETF offering, FlexShares.

Our work included

  • Brand strategy
  • Brand identity
  • Expression system
  • Corporate site
  • Sales enablement
  • Employee engagement program
  • Environmental branding
  • Integrated marketing campaigns
"Building a Path to Greater" brochure covers
Northern Trust brochure interior spreads