Northern Capital Brand

Northern Capital needed a brand strategy, identity, and website to complement their recently updated internal strategy and culture. A core element of that strategy included clearing up brand confusion between their two closely related companies, increasing client awareness and utilization of both companies services.

This work was completed as an employee of Treatment. I was responsible for brand design, content strategy and Squarespace design.

In keeping with the brand strategy, the new brand is a break from the previously very formal, masculine feel to a more accessible, gender neutral one, allowing them to appeal to a younger audience.

The close relationship between the companies was reinforced by incorporating them both under the single name Northern Capital and clearly outlining the services of both companies within a single website.

Clients and prospective clients discover that Northern Capital Retirement Services can handle employee retirement accounts and Northern Capital Management can manage business and personal assets — all as part of one seamless experience.