Boston Trust Walden

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

North Street produced all aspects of the Boston Trust Walden rebrand, a result of the merger of two distinct business practices: Boston Trust & Investment Management and Walden Asset Management.

From the new tagline, to the new logo, visual identity, website, and print materials, North Street led development of a uniquely new brand that successfully weaves together the values and practices of the two legacy divisions into a single, cohesive organization positioned for future success.

Our role

  • Creative Direction
  • Logo + Branding
  • Messaging
  • Web Design + Development
  • Collateral Design
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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.

Putting it all together

We leveraged the new identity system to design and build a stunning online experience supported by the WordPress content management system and an SEO strategy to capitalize on top-performing content from the legacy sites.

The aesthetic was then extended to all forms of collateral: letterhead, business cards, swag, folders, presentation templates, and reports.

Boston Trust Walden About
Boston Trust Walden Clients
Boston Trust Walden Investment Services

Let's make magic together.

You're a modern and dynamic organization.
It's time your brand caught up.

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