--- title: Reflecting Brand Identity Through Art at Northwestern Mutual description: Discover how TurningArt curated a vibrant, locally inspired art collection for Northwestern Mutual’s Richmond office, blending design, identity, and community. image: https://blog.turningart.com/hubfs/NorthwesternMutualCanvasFix-1.jpg --- # Reflecting Brand Identity Through Art at Northwestern Mutual - [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fblog.turningart.com%2Fon-site%2Fnorthwestern-mutual) - [** ](https://www.twitter.com/share?url=https%3A%2F%2Fblog.turningart.com%2Fon-site%2Fnorthwestern-mutual) - [** ](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.turningart.com%2Fon-site%2Fnorthwestern-mutual) As part of their recent office redesign, [Northwestern Mutual ](https://www.northwesternmutual.com/office/va/richmond/20692048/)wanted to integrate an art collection that complements the new space while reflecting their brand identity and connection to the local creative community. TurningArt collaborated closely with the Northwestern Mutual team to select pieces that feel intentional and add a personal touch to the space. From Madeline Durso, the Art Advisor at TurningArt: "This collection was an exciting exercise in selecting a variety of unique pieces without overwhelming the space. Northwestern Mutual has a gorgeous, newly designed office space, and the team wanted to leverage art to create an environment that reflects personality. Featuring primarily Virginia-based artists, the collection ranges from landscapes to abstract works, all selected to highlight the region’s identity. Collaborating with Director of Operations Christy Daly was a highlight of the process. From the beginning, she played an integral role in shaping the vision, and the final collection is a true reflection of that partnership. The conference room presented an especially fun challenge, as the walls are entirely green with intricate molding. I carefully considered the scale and style of pieces that would complement this design, and we ultimately paired two works that highlight the wood and gold accents while introducing yellow hues that pop against the green walls. This collection demonstrates how landscapes, abstracts, and bold colors can coexist without overwhelming a space. Each piece enhances the environment while also reflecting a strong commitment to supporting the local artist community.” ![Final_NorthwesternMutual_#8](https://blog.turningart.com/hs-fs/hubfs/Final_NorthwesternMutual_%238.jpg?width=2072&height=1468&name=Final_NorthwesternMutual_%238.jpg) From Christy Daly, Director of Operations at Northwestern Mutual: “We could not be happier with how everything came together in our Richmond office. The collection not only enhances the overall design of the space but also feels like a genuine reflection of who we are as a company. To support our office redesign, we wanted to integrate artwork that would represent our company identity and celebrate local artists. It was important to us to choose pieces that are vibrant, fresh, and reflective of the creative community in Virginia. Each unique piece was selected with our goals in mind, and the team is thrilled with the collection – I especially love the piece with the poppies that’s in one of our conference rooms! Working with Maddie was a seamless collaborative experience. The finished collection is exactly what we were looking for – a testament to the strong partnership.” To see more of TurningArt's work on-site, head over to [our installation gallery](https://www.turningart.com/gallery). To learn more about our programs, set up a free consultation with an Art Advisor [here](https://www.turningart.com/get-in-touch)!![Final_NorthwesternMutual_#1](https://blog.turningart.com/hs-fs/hubfs/Final_NorthwesternMutual_%231.jpg?width=2380&height=1792&name=Final_NorthwesternMutual_%231.jpg) ![Final_NorthwesternMutual_#12](https://blog.turningart.com/hs-fs/hubfs/Final_NorthwesternMutual_%2312.jpg?width=2528&height=1684&name=Final_NorthwesternMutual_%2312.jpg) ![Final_NorthwesternMutual_#6](https://blog.turningart.com/hs-fs/hubfs/Final_NorthwesternMutual_%236.jpg?width=5667&height=3941&name=Final_NorthwesternMutual_%236.jpg)![Final_NorthwesternMutual_#13](https://blog.turningart.com/hs-fs/hubfs/Final_NorthwesternMutual_%2313.jpg?width=5213&height=3667&name=Final_NorthwesternMutual_%2313.jpg)![Final_NorthwesternMutual_#9](https://blog.turningart.com/hs-fs/hubfs/Final_NorthwesternMutual_%239.jpg?width=5389&height=3865&name=Final_NorthwesternMutual_%239.jpg)   ## You may be interested in - #### [![blog post](https://blog.turningart.com/hs-fs/hubfs/touch%205%20-%20pic%201.jpg?width=332&height=177&name=touch%205%20-%20pic%201.jpg) A Calligraphic Mural that Brings the Landscape Inside The Project](https://blog.turningart.com/on-site/rainier) [Read more](https://blog.turningart.com/on-site/rainier) - #### [![blog post](https://blog.turningart.com/hs-fs/hubfs/Final_BPW_%235.jpg?width=332&height=177&name=Final_BPW_%235.jpg) A Hyper-Local Art Collection for BostonPremier Wealth When BostonPremier Wealth set out to curate artwork for its Hingham, Massachusetts office, the team had a clear vision: celebrate the community by sho...](https://blog.turningart.com/on-site/boston-premier-wealth-local-massachusetts-art-collection) [Read more](https://blog.turningart.com/on-site/boston-premier-wealth-local-massachusetts-art-collection) - #### [![blog post](https://blog.turningart.com/hs-fs/hubfs/0044_Exterior%201.jpg?width=332&height=177&name=0044_Exterior%201.jpg) Vibrant Murals Transform Communal Living Space Holland Partner Group’s latest development, Ardence & Bloom, is not a typical luxury apartment building. 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