New product launch


Northern Trust Asset Management enlisted Adler to help launch a new, hybrid target date retirement fund. Our challenge was to differentiate the product in a crowded marketplace and capture mindshare.


Through a combination of research and strategy development, Adler developed core messaging for the target audience designed to achieve recognition for the product as well as Northern Trust Asset Management. Adler also designed a strong visual identity, in alignment with the Northern Trust brand, while conveying the key attributes of the product and the strength of the product within Northern Trust’s product line.



We created a multimedia marketing campaign, utilizing both traditional and digital media, including a microsite, postcards, whiteboard and subject-matter-expert videos, personalized URLs, a printed brochure, and an interactive and static sales sheet.

Measurable plan sponsor and consultant recognition was achieve through multiple touchpoints.