Trimtab

The team at Trimtab knows they’re misfits. In the world of impact investing and catalytic capital, their approach is unique, even a bit quirky. And while they had a name and in-depth explanations of their belief that capital should create, not just just extract, they needed to boil that vision into a clear brand idea and expression. A brand as unique and breakthrough as their paradigm-shifting investment model. By listening deeply to the goals and aspirations of their team and founding investors, we learned that beneath the details of market opportunities and investment criteria there lies a shared commitment to not just doing good but actually pushing the front edge of possibility in impact finance. To provide the infrastructure and community for other rebellious investors to join in and shake up the system. With clarity on their vision, we helped Trimtab give voice to what they are – an unapologetically impact-first financial institution — a living experiment in financial systems change.

Partners in Paradigm Shift

The new Trimtab logo serves as a visual metaphor for their approach: technically rigorous yet open to disruption, a constant work in progress, and focused on creating leverage points for systemic change. The subtle plus sign in the 't' symbolizes additionality, while the bar it sits within is tilted upward by 3 degrees—a mathematical nod to their three layers of additionality, reinforcing their systems-based approach.

Radically Impact-First
In the fairly polite, serious realm of impact investing, Trimtab wanted a brand expression that would help attract their fellow experimental rebels. With limited photos from diverse partners, we created a style and system taking inspiration from the off-kilter, collaged look of DIY punk flyers, while grounding elements on a grid, signaling technical rigor. The handwritten touches and earth tones are a nod to the people and planet their investors aim to uplift while helping to make the brand joyful and inviting.
To launch the new brand, we completely reimagined their investor deck and created a simple website for them to introduce themselves. The compositions reflect the nature of their work—bringing people and ideas together to build systems change. It’s a call to action to create with us and build the possibility.

Commissioned by and in collaboration with BBMG New York
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