Northern Trust

Millennials are estimated to inherit $68 trillion from their parents, creating the greatest wealth transfer in history. Northern Trust knew this, but was often considered “your grandfather’s bank." To stay competitive, the 125-year old institution needed to better understand future investors, modernize its brand, and challenge perceptions.

By working closely with senior executives across the bank, including the Chief Marketing and Communications Officer, I led the research and insights development to shape the new visual identity, marketing strategy, and advertising campaigns.
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By understanding business strengths, emerging trends and investor expectations, I helped Northern Trust challenge perceptions and shape new conversations, attracting new clients to the bank.