Howland: Rebranding a Financial Services Firm for the Future

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.

As Howland seeks to serve the next generation of wealth management clients while maintaining legacy relationships, North Street was engaged to better position the company for a future of continued growth. The new identity underscores themes of experience, stability, and family while referencing Howland’s history in the maritime industry.

North Street worked with Howland to develop a new logo and visual identity that speaks to their legacy relationships while appealing to the next generation of wealth management clients. Howland challenged us to create a visual identity that was both traditional and approachable ( The imagery focuses on intimate shared experiences with loved ones and significant milestones like college graduation, marriage, and home purchases.