Blue Trust

Capsule leveraged its deep understanding of the Blue Trust business and unique functional needs to create a systems-based approach that would deliver both consistency and flexibility across every application.   

Defining a suite of colors, typography, graphic treatments, iconography families, and photography qualities, Capsule created a visual identity system, brand guidelines, and more than 200 assets that would establish a foundational brand for Blue Trust to own and sustain. 

For Blue Trust, wealth and financial planning isn’t just about numbers on a chart. It’s about life balance, faithful stewardship, and helping people build a legacy of generosity. So, underlying each system element is a focus on humanizing the brand and infusing emotional depth.

Introducing design decisions such as organic shapes, rounded corners, nature-inspired imagery, and candid people-centric photography reinforces this values-driven purpose. Likewise, this humanizing personality meaningfully differentiates Blue Trust as a contemporary and approachable partner in a fairly traditional and generic landscape. 

Capsule embedded itself within Blue Trust as a cross-functional extension of its team. This meant coordinating and supporting marketing, HR, sales, finance, and service-specific divisions in building internal templates, marketing assets, and campaign initiatives to activate the new identity. 

To celebrate the longstanding commitment to its core principles and approach, a history wall was developed to tell the story of Blue Trust’s progression and unwavering mission, from 1979 to the present.

The history wall became the perfect capstone to a pivotal next chapter in the brand’s story.

The refined Blue Trust brand is modern, simple, functional, yet profoundly human. Our collaboration with Blue Trust transformed not just how the brand looks but how it connects with current clients, prospects, team members, and prospective hires.

Working hand-in-hand with Blue Trust internal teams created an efficient, cost-effective, and coordinated effort, despite the large volume of design work, and ensured each element of the brand fit seamlessly together in one system.

But the final outcome is more than just the deliverables — the collaborative process, holistic engagement, and graphic infrastructures empower Blue Trust to manage its brand with greater confidence. Together, the new brand helps Blue Trust amplify its message, build brand loyalty, attract new clients and employees, and instill lasting confidence in Blue Trust for today and the years to come.