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Northern Trust: Keeping a Brand Fresh, Relevant and True

March 7, 2017 @ 5:30 pm - 8:00 pm

March 7, 2017 from 5:30-8:00 p.m.

Presenter: K. Kelly Mannard, Executive Vice President, Northern Trust Corporation

“The Northern Trust Company,” he said, “will not go under in three days, three weeks, nor three years. In fact, it will be doing business long after we have all given up the ghost.” – Arthur Heurtley, Corporate Secretary of the Northern Trust, 1893

As Northern Trust marks its 125th anniversary, Arthur Heurtley’s heartfelt prediction has never rung truer. The small financial concern that Byron Smith launched in Room B of Chicago’s Rookery building on August 12, 1889, is not only “doing business long after” its founding, but today is among the most far-reaching financial enterprises in the world.

Today the company has more than 22 international locations and 17,000 employees globally. They serve some of the world’s most sophisticated clients – from sovereign wealth funds and the wealthiest individuals and families, to the most successful hedge funds and corporate brands. For more than a century, Northern Trust has worked hard building their legacy of outstanding service, expertise and integrity.

Why did Northern Trust recently evolve their image and how did it happen? And, what were the challenges along the way?

EVP K. Kelly Mannard

Join us as K. Kelly Mannard from Northern Trust, tells us the “why” and the “how” of this evolution involving research, strategy, negotiation, tactics, and a bit of elbow grease. Hear about the challenge of paying homage to the organization’s venerable history and inclusive culture, yet adapt to the current environment of marketing and communication competition. See some of the visual milestones and measured results which mark this thoughtful and brilliant work.


VSA Partners is our generous host for this event. As the agency partner who helped rebrand the Northern Trust, their creative work is integral to this story. VSA team members will also be available for questions after the presentation. Their offices are located at 600 W. Chicago Ave., Suite 250, Chicago, 60654.

VSA is a design-driven branding, marketing & technology firm. VSA creates solutions to business problems through a full range of integrated capabilities—from branding and advertising to digital and data science—all unified by great design.

Event Schedule
5:30-6:15 Check-in and networking
6:15-7:00 Presentation
7:00-7:30 Q & A
7:30-8:00 Networking



March 7, 2017
5:30 pm - 8:00 pm


VSA Partners
600 W. Chicago Ave., Suite 250
Chicago, IL 60654 United States
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