Ready to launch your next project?

Contact Us

Boston Trust Walden

Two distinct investment practices are rebranded into a single cohesive organization through positioning, visual identity, and web design.

Boston Trust Walden aerial photo Boston Trust Walden logo

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.

Boston Trust Walden original logos
Boston Trust Walden logo and tagline

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.

Boston Trust Walden logo mark sketch
Boston Trust Walden brochures
Boston Trust Walden print collateral
Boston Trust Walden business cards
Boston Trust Walden annual report

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.

Boston Trust Walden tagline

Leveraging the newly-developed visual identity, we combined two separate websites into a single online user experience. The legacy sites as well as the sites of competitors were audited for messaging, features, and search performance. An SEO strategy was formulated to continue capitalizing on top-performing content while simultaneously sunsetting the old sites.

A landing page was also launched to provide an overview of the relaunched identity, a press release, and an FAQ.

Boston Trust Walden mobile website
btw website about 1
Boston Trust Walden website
Boston Trust Walden website


“We worked with North Street to refresh our corporate brand and design a new website. Their genuine enthusiasm, talent, easygoing approach, and ability to listen to feedback and respond with realistic options made it an enjoyable and effective partnership. The results speak for themselves – our employees, clients, and partners continue to comment on how great our new collateral looks.”

headshot - lindsey - lane
Lindsey Lane, Marketing Manager
Boston Trust Walden
Our Role
  • Brand Messaging
  • Branding & Identity Design
  • Collateral Design
  • Creative Direction
  • Print Design
  • User Experience Design
  • Website Design & Development