Rebranding two practices into a single cohesive organization through positioning, visual identity, and web design.

Boston Trust & Investment Management Company and Walden Asset Management were the two names used by a single investment firm for its two separate business units—the former serving traditional investors and the latter practicing socially responsible investing, or SRI.

Formed in 1974 and 1998 respectively, the two divisions had each earned a significant amount of brand equity in their individual markets despite sharing the same employees, investment products, and office space. But the dual brands had also created an identity crisis for the firm, which in 2019 chose to rebrand into one business: Boston Trust Walden.

Our task was to craft an all-new brand identity system to launch in tandem with the new name. This included the development of a tagline, visual identity, website redesign, reimagined reports and presentations, and revised marketing collateral.

The new branding is anchored by the cupola mark, a modern and simplified evolution of the old Boston Trust & Investment Management Company logo.

Following extensive research and stakeholder interviews, we worked with Boston Trust Walden to devise the “Principled Investing” tagline, a simple, balanced statement that speaks to the firm’s commitment to weave the values of both business units into the new brand’s vision and practices.

Visually, the brand is brought to life through vibrant imagery of roads winding through forests and along coastlines; a theme that underscores the company’s position as a socially responsible fiduciary wayfinder.