Founded in its namesake mountain range, Trinity Alps Capital is a boutique investment firm.

I developed a visual identity system around the Caret — a logo that doubles as a mountain peak and a symbol for exponential growth. I anchored the color story with a rich purple often associated with wealth, and I avoided traditional blues when selecting bright complements and sophisticated greys. I also established a photography direction that favored investors’ lifestyle goals with only a minimal, passing reference to the workplace.