Trope Collaborative
Starting Point
After an evaluation of the Northern Trust brand, all collateral was redesigned to combine classic sensibilities with a modern look and voice. However, the company name and symbol had high market value and affinity and did not change. The challenge was to express the breadth of the refreshed assets to division leaders in a global launch.

Exploration
One goal was to establish that Northern Trust had grown from a local, Chicago-based entity into a world presence. A visually-rich, printed story of the company scope was developed, along with a cd of brand assets and videos. Another was to deliver the brand in an understated and personal — yet elegant — way.

Solution
The launch was conducted with sensitivity to culture and technology. International offices helped vette photos and languages for inconsistencies. The piece was hand-delivered delivered when possible, along with an explanation of the intent of the refreshed brand. Assets issued on cd addressed web and security issues.
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Northern Trust CD thumnail Northern Trust Brand Promise thumbnail
click to enlarge image
Image of coulds processed as an homage to old-style camera images
1 | Northern Trust
     Brand Assets
The Northern Trust Brand: The Promise of What Really Matters is a guidebook to help explain the refreshed brand assets to global partners.
Image of installation at Museum of Contemporary Art
2 | Northern Trust
     Brand Promise
Northern Trust has a history of over one hundred years including asset management, asset servicing, wealth management and banking.
Tilt shift photo of Statue of Liberty
3 | Anatomy of an Anchor
The symbolism long-buried in the well respected, sixty year-old anchor and curling ropes logo was demarcated and clearly explained.
Shrine thumbnail Boon thumbnail
Image of a shrine in the Japnese garden in the Chicago Botanic Garden
4 | Our Clients
The many kinds of individuals and corporations served are discussed.
Image of a shrine in the Japnese garden in the Chicago Botanic Garden
5 | Our Most Valuable
     Asset… Brand
The booklet ended on the critical importance of brand and led directly to cd of brand assets.
© 1994-, Trope & EN Collaborative, Inc. or referenced companies or authors. All rights reserved.
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Charlie Trotter Book Covers, second and fifth.

Brand Systems
Northern Trust
The Northern Trust Brand: The Promise of What Really Matters is a guidebook to help explain the refreshed brand assets to global partners.
2/5

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Northern Trust
Northern Trust has a history of over one hundred years including asset management, asset servicing, wealth management and banking.
3/5

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Northern Trust
The symbolism long-buried in the well respected, sixty year-old anchor and curling ropes logo was demarcated and clearly explained.
4/5

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Northern Trust
The many kinds of individuals and corporations served are discussed.
5/5

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Northern Trust
The booklet ended on the critical importance of brand and led directly to cd of brand assets.