Howland Capital Visual Identity

Rebranding a wealth management firm inspired by its maritime past.

Howland Capital is a wealth management firm that has evolved over 50 years from its roots in managing a family portfolio to a multifaceted private investment advisor. North Street crafted a visual concept that underscores Howland Capital’s family-focused vision and clients’ wealth management goals. The imagery focuses on intimate shared experiences with loved ones and significant milestones like college graduation, marriage, and home purchases.

Howland Capital’s identity is both modern and traditional, appealing to the firm’s new generation of wealth management clients as well as its legacy relationships. This is reflected through the use of engaging photography framed by the logomark, as well as modern typography and a warm color palette. The motion and shape of the new visual identity reference Howland’s history in the maritime industry. The distinctive H logomark is composed of whale flukes, while the H’s crossbar was stylized to represent a subtle ocean wave.

OUR ROLE: Creative Direction, Logo + Visual Identity, Collateral, Website