Northern Trust is a leading provider of wealth management, asset management and asset servicing solutions to some of the world’s most affluent individuals and admired companies. The institution’s reputation is highly respected, but they had an opportunity to further elevate their capabilities for the next generation of clients, who hold their financial services providers to new expectations.
With this in mind, Northern Trust engaged VSA to create a comprehensive brand refresh that better aligns with this market shift and further refines their leadership position within the financial space. VSA identified a new emerging prospect—a highly discerning target we called the “dynamic financial class”—and created Northern Trust’s new brand position, identity, expression system and the tagline “Achieve Greater” to better address this new audience’s needs. We then redesigned their entire communications system to better reflect a more modern, global organization, which included the redesign of their beloved anchor, a symbol that represents stability and strength. To help ensure the success of the program, VSA is working closely with Northern Trust to roll out their brand, internal communications, external marketing campaigns and new web apps moving forward.