Challenge
Share wisdom without sounding like a white paper
The Northern Trust Institute had over a century of experience advising wealthy families. Their insights were substantial, covering everything from investment strategy to succession planning to intergenerational values transfer.
But much of that knowledge lived across disparate sources: some appeared in short-form content; others in proprietary research or advisor conversations.
What they didn’t have was a single, cohesive resource.
They needed a book. One that would speak to high and ultra-high net worth families, combining both practical financial insights and deeper lessons about how to preserve wealth and meaning over time.
The project wasn’t about promotion. It was about thought leadership with a shelf life, a credible and comprehensive book that could be handed to clients with pride and purpose.
Solution
Bring structure, story, and design to institutional insight
Echo partnered with the Institute’s editorial and brand teams to shape years of research into a compelling, readable book.
We collaborated closely to organize the material around the biggest themes families face:
- Investing with intention
- Sharing values across generations
- Preparing heirs
- Managing complexity while staying grounded in purpose
The book blended research, narrative examples, and actionable frameworks.
The tone of the writing was human, confident, and clear, speaking to accomplished readers without resorting to jargon or condescension.
Design followed suit: the layout was elegant, modern, and accessible. Typography and spacing gave the content room to breathe. Charts and models were used sparingly, always in service of clarity.
All of this was wrapped in a strikingly sophisticated cover. Premium materials — brand-coloured forest green linen, gold and white foil, and debossing — created a true showstopper, while the interior, printed on luxurious uncoated paper and finished with a gold ribbon bookmark, offered a rich, tactile experience in keeping with the bespoke offerings of Northern Trust.
Result
A trusted resource that keeps working
The book became an instant success within the Northern Trust client ecosystem.
Private wealth advisors began using it as a conversation starter. Families saw their own challenges and aspirations reflected in its pages. And it helped formalize Northern Trust’s leadership in values-based wealth advising.
Secrets of Enterprising Families wasn’t just well-received. It became a go-to resource. Its clarity, structure, and tone positioned it as both timeless and practical.
As a luxury keepsake, the final product reflected the care Northern Trust brings to every one of its client relationships.
One more cool thing...
When clients ask for more copies—and more pages
Shortly after launch, Northern Trust received multiple requests for additional copies of the book from clients, next-generation family members, and even prospective clients.
Advisors reported that conversations sparked by the book felt more grounded, more personal, and more productive.
That momentum prompted Northern Trust to greenlight a second edition.
In a space where most content is brief or transactional, this book proved that depth still matters, especially when the goal is to serve families across generations.
Want to publish a book that opens doors, earns trust, and deepens relationships?
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