Trinity Ventures digs in and commits to their entrepreneurs’ success—often yielding true friendships along the way. Trinity had managed consistent success, but given the hyper-competitive sector, wanted to ensure their winning formula was recognized. In Silicon Valley, is a “nice guy” reputation an asset?
Setting out to refresh the brand's web presence, Trinity sought 214’s partnership on cracking this tricky positioning quandary. Uncovering insights about entrepreneurs' changing attitudes in research, 214 sharpened the positioning to deliver an identity and site that showcase Trinity’s winning combination of grit and heart.
Through discovery interviews with entrepreneurs, we learned about current perceptions of Trinity and gained insight into how and why attitudes are formed in the industry. A key topic was the “Silicon Valley bro” stereotype—a typical white male who only knows how to brag about his newest Tesla. While once the tolerated norm, younger entrepreneurs had developed a much lower tolerance for the "B.S." Turns out, entrepreneurs respect candor.
Design began with the logo. Refreshing the Trinity logo brought it in line with the personality and modernized feel. The symbol evokes focus, a subtle suggestion of collaborative connection.
Trinity's website was our primary canvas to express the refined brand personality and positioning. We emphasized their low-ego ways of partnering through a more authentic, human-centered communication style that set them apart. Responsive redesign, lighter background colors, refreshed information layout all create a clean and welcoming vibe.
New color photography reflects that this is a brand with heart, focusing on the individuals who make Trinity what it is.
In a crowded category, copy can get monotonous. Trinity now stands out against the status quo. The voice is marked by bold yet approachable authenticity. With a new tone and key ideas, the brand’s statements evoke confidence. As a result, Trinity will maintain the best of their “nice guy” reputation, adding uncompromising commitment and high-E.Q.