Impact First

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The impact-first financial institution Trimtab set out to prove that a market existed for purely social and environmental investing - and had a metric to put it into practice. But they needed a brand and tone of voice that wasn’t overly wonky or full of hot air. How might they speak to and demonstrate expertise to their core audience of investors and partners, while also conveying a sense of openess to new collaborators?  




Working alongside BBMG, I developed a brand concept that leaned into the joy of creating and experiementing. After all, what Trimtab proposed hadn’t been done before, and it required courage and boldness. As well as buy-in. 



The company didn’t beat around the bush about the systems change they were seeking, but they also didn’t pretend that it was a well-beaten path. So our language had a bit of the radical within it, and asked how might they build beyond the current paradigm, while also demonstrating trust. 






Agency: BBMG
Strategist: Liz Courtney
Creative Lead: Jess Pitera
Art Director: Joris Bochman