Boston Trust Walden

DELIVERABLES

Branding
UX & UI

INDUSTRY

Finance

ROLE

Design
North Street Creative
2019

Branding for ESG investment firm

Boston Trust Walden is an independent investment firm leading socially responsible investment practices. For over forty years, BTW has advanced the discipline of impact investing. They use environmental, social, and governance research, and ownership strategies to benefit companies held in client portfolios while being socially conscious.

This rebrand marked the consolidation of two divisions—Boston Trust & Investment Management Company (1974) and Walden Asset Management (1998). The challenge was to create a new visual identity system that reflected the history and values of both entities.

The logomark is anchored by the cupola mark — an evolution from the old logo which is derived from the Old State House in Boston, Massachusetts. The new interpretation keeps some of those same elements and adds optimistic energy through the perspective and the color gradients.

The new design system comes 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 firm.