Trailhead Private Wealth

Brand strategy, logo design, visual identity, print design

Trailhead Private Wealth is a trusted financial services provider. With over 20 years’ experience in the financial services industry, the man behind the business, Certified Financial Planner Ward Bertram, has a proven track record of collaboration and success. This trailblazer and outdoor enthusiast is equally comfortable doing business on the trails or over coffee. Ward balances his love of mountain biking and spending time in nature with the drive to help his clients achieve their financial objectives. When it came time to start his own wealth management company, Ward knew that trail riding would be part of it.

Brand Vision

Trailhead Private Wealth is built on the belief that financial services should be democratic. Regardless of the size of their bank account, all people deserve the very best guidance to help them get where they want to go. This idea of being guided down the right-path-for-you is what inspired the Trailhead name, “This way forward” tagline, and the overall outdoorsy, carve-your-own-financial-path concept.

Logo Concept

Inspired by a classic, wood-carved trailhead sign, we created a logo fitting for the woods. The overall shape of the logo emulates a directional arrow with text and a tree icon inlay. Rounded corners, like the shape of hand-carved letters, made Florest the perfect typeface. Those rounded details are echoed in the tree icon and directional arrow. A stylized tree composed of upward facing arrows and the shape of a “T” make the icon. Each element of the logo (icon, logotype) can be used separately or as a whole.