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Triad Financial Services

Aligning the visuals with the vision

Cover for Triad Financial Services brand guidelines featuring pastel graphic overlayed with a woman walking. Text reads: Change is necessary. Triad equips you with the tools to get things done.
Client –

Triad Financial Services

Design services provided –

Brand Identity
Marketing Materials
Presentation

Deliverables –

Brand Guidelines
Digital One-pager
PowerPoint Master Template

Contributors –

Jason Cooley, Designer
Michael Zuidema, Content Strategist
Will McDermott, Chief Strategy Officer

Rethinking the status quo

As digital transformation reshaped the financial industry, Triad saw an opportunity to bring the same forward-thinking perspective to its own brand. The consulting firm had evolved, but its visual identity had not kept pace.

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The existing brand lacked the clarity and cohesion needed to reflect Triad’s expertise, approach and vision for the future. The challenge was to create a more distinctive visual system that could position the firm for its next stage of growth.

Competitor brand audit

Collection of brand audit boards for analysis of primary and secondary competitors, featuring Deloitte, PWC, EY, Grant Thornton, Backbase, and Cornerstone Advisors.

Research & development

Layout that displays in-depth research on Triad’s customers, brand positioning, and strategic insight & vision.

Style exploration boards

4 curated mood boards on style exploration covering layout, color, photography, and icons.

Bridging strategy with visual impact

Research into Triad’s competitive landscape, audience and brand positioning helped establish a clear direction for the new visual system. The opportunity was to move away from conventional financial-industry aesthetics and create a brand that felt more approachable, contemporary and distinctly Triad.

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A fresh color palette was connected directly to core brand values including empathy, protection and connectivity. Photography, typography, iconography and supporting graphic elements were then developed into a cohesive system designed to communicate with clarity while giving Triad the flexibility to express its brand consistently across a wide range of applications.

Brand story

Brand values

Brand guidelines introduction that frames Triad’s brand story, along with the challenge, approach, and results of the new approach.
A circular diagram illustrating how hues from Triad’s color palette are directly linked to their brand values: Connectivity, Transformative, Expertise, Empathetic, and Protection.

Photography selection

Photo treatments

Collage of business professionals that demonstrates proper photography selection for the Triad brand.
Graphic showcases three photo treatments: a partial clipping mask with gradient, a shape mask, and a fully clipped mask. It also features geometric approved shapes, line weights, and line angles.

Color & typography

Icons

Style guide featuring color palettes and typography. The colors include pastels and warm tones with corresponding hex codes. Typography sections for Headers, Titles, and Paragraphs using Helvetica, Arial, and Roboto fonts.
Layout outlining various style options for icon usage, including: 1 color, 2 color, 3 color, partially reversed, and reversed.

Clarity that connects

The resulting identity gives Triad a more cohesive and distinctive platform for communicating its expertise. From brand guidelines to one-pagers and business presentations, the system provides the flexibility needed to maintain a consistent visual presence across a variety of applications.

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More importantly, the new identity brings Triad’s visual expression into alignment with the organization it had become: modern, confident and prepared to lead conversations around transformation in the financial industry.

Digital one-pager

Sample one pager on crypto currency showcasing all the brand styles when applied correctly.

PowerPoint master template

Right side: A collage of six Triad branded business-themed presentation slides. Left side: Close-up of monitor displaying a sample slide.
Next Project
Close-up of a dancer in mid-air with arms and legs extended through a letter C for a video & photography studio.
BRANDING
IDENTITY
BRAND GUIDE
CELSIUS
Front cover of a square brochure on top of a brightly colored blue and purple gradient background branded for a fintech app.
IDENTITY
PRINT
DIGITAL
BROKERMATE
Let’s work together
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Let’s work together

Tell me about your project. Let’s collaborate and make it a success.
jc@cooleydesigns.com

(248) 342-4259