Northern Trust
Asset Management
Campaign Design
In a financial landscape dominated by generic advice, Northern Trust stands apart, offering strategic solutions to sophisticated investors. The design brief aimed to visually articulate this unique value, conveying expertise, trust, and exclusivity.
We leveraged Northern Trust's signature green, extending it into a modern palette to provide visual contrast and impact. The "NT" initials are strategically employed as a framing device, both to showcase compelling photography and to subtly communicate the idea that individuals associated with Northern Trust possess deep knowledge and understanding. The photography style, a blend of light and dark background portraits featuring confident, elite individuals in business attire, reinforces the brand's premium positioning and conveys a sense of trust and sophistication. The visual message is clear: if you know, you know.
If You Know, You Know Northern Trust
For the campaign film, we partnered with Wally Pfister — building on his prior direction for Northern Trust’s Wealth Management campaign. The refined portrait photography which is seamlessly integrated into the "NT" framing device, was captured in collaboration with Justin Bettman, who also was involved in previous campaigns for Northern Trust.
Digital Takeover Banner Ads
Recognized by Gramercy Institute with the *2025 Asset Management Marketing Award for Creative, Multi-Audience Targeted (Over $100B)
Client: Northern Trust
ECD: Rob Jamieson
Creative Director: Tammy Retter
Designer: Remy Glock
Account: Lauren Joseph, Nancy Horrow
Producer: Gayle McCormick
Photographer: Justin Bettman