Tri-Mountain Financial Group

Case study

The challenge

Tri-Mountain is a financial group that provides financial goals to adventurous multicultural people. They sought us to help them change the concept that finances are uninspiring and boring to something energetic and exciting.

The outcome

We designed a dynamic brand for Tri-Mountain based on the idea that financial goals can be anything you want them to be. From climbing the tallest mountain to traveling around the world. The result was a wide range of cohesive digital assets.

Project scope

  • Messaging

  • Audience discovery

  • Branding & Identity design

  • Digital and printed parketing assets

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Tri-Mountain Financial Group wording in color white and a triangle in color green

Understanding the audience

We begin executing a discovery session to understand the primary audience for our client. We identify that most competitors use boring photography, business practices are done in boring offices, and people wear suits. To stick out, we must look in a different direction.

During one conversation with the founder, he says: “I practice outdoor activities for fun, and I also meet new people.” It was this phrase that served as our new target audience.

Tri Mountain Audience Atributes

Defining the brand

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality.

Tri-Mountain provides financial goals to multicultural adventurous people.


Behind every logo, there is a reason for WHY that nobody knows. The Tri-Mountain Financial Group logo icon represents core values that align with their audience, stability, motion, and achievement.

Tri-Mountain logo eveolution and meaning: Stability, Motion, Achievement, and Grow.
Flyer of a male rock climber next to the text
Retirements, Savings, Life Insurance, Roth IRA, 401k, Bonds wording right to the dollar, euro, yen and pound currency symbols
A presentation folder mockup of Tri-Mountain Financial Group showcasing their 3 major services, life insurance, whole life premiums, and Roth IRA.
Female snowboarder wearing Tri-Mountain clothing and snowboard next to a personal ID mockup
Cellphone showcasing 5 Instagram posts for Tri-Mountain Financial Group.

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