Back
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 accelerates, many financial institutions are facing a reckoning. While industries across the board evolve, much of the financial sector has remained visually stagnant—clinging to outdated branding that falls short in creating delightful user experiences. Triad, a forward-thinking consulting firm, recognized that simply offering expertise wasn’t enough. To position themselves as leaders in a new era of modern banking consultants, they needed to look the part. Their existing brand felt fragmented and uninspired—more reflective of tradition than transformation—and lacked the visual clarity and cohesion required to lead in today’s digital-first landscape.

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

A bold, user-centered brand identity was developed to reflect Triad’s role as an innovator in a rapidly shifting industry. The work began with a comprehensive competitor audit and deep research into customer expectations, uncovering a critical insight: the future of financial design lies in clarity, warmth, and confidence. Drawing from these findings, a visual system was built that’s as modern as it is meaningful—anchored by a fresh color palette tied directly to brand values like empathy, protection, and connectivity. Every design element—from icon styles to photography treatments—was crafted to reduce friction, convey expertise, and create moments of delight across every touchpoint.

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 new identity repositions Triad as a confident leader ready to challenge the status quo. From strategic guidelines to real-world applications like cryptocurrency one-pagers and business presentations, the system proves flexible, accessible, and impactful. The redesigned visuals allow Triad to speak with a unified voice—one that’s modern, memorable, and unmistakably forward-looking. As a result, their brand now resonates more deeply with both clients and partners, reinforcing their commitment to innovation and empowering them to lead the conversation around digital transformation in finance.

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
WEBSITE
BROKERMATE

Let’s work together

-

Let’s work together

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

(248) 342-4259