Northern Trust
Wealth Management
Campaign Design
Through a multi-faceted system, we visualize the new face of wealth and speak to a diverse audience all at once — old and young, male and female, traditional and progressive, conservative and bold. These layered compositions mix humanity, imagery, and optimistic tones of color to create a dynamic, distinctive storytelling device.
We are telling a high-level story of Northern Trust’s diverse expertise, the complexity of wealth planning, multi-generational wealth and specific stories of individuals, their businesses, and families, all in a simple, impactful visual.
For Where Wealth Goes Next
The campaign film by Wally Pfister features a use of mosaics in both static and motion based work. The mosaics are a portrait made up of many photographs that either showcase a theme or a deeper dive into someone’s story. We worked with Justin Bettman to capture these refined portraits and inset pieces.
Business Owner
Brand — All Audiences
Wealthy Women
New Entrepreneur
High Net Worth Individuals & Families
The campaign strives to feel modern, aspirational, warm, sophisticated and premium. We utilized Northern Trust’s primary dark green with light green, mint, cream and white to introduce a scalable range of communication materials that addresses all audiences.
Phase II
Justin Bettman x Northern Trust: Expanding our Northern Trust advisor image library and mosaic series.
Back cover sponsor of Expo Chicago catalog.
Client: Northern Trust
ECD: Rob Jamieson
Creative Director: Tammy Retter
Designer: Remy Glock
Account: Lydia Duran, Nancy Horrow
Producer: Gayle McCormick, Moira Peterson
Photographer: Justin Bettman
Mockups: Freepik