PROJECT SUMMARY
Building the Future of Retirement

SOLUTIONS
LOGO & IDENTITY SYSTEM
WEBSITE DESIGN
LAUNCH MATERIALS
SALES ENABLEMENT
BRAND ACTIVATION
THE CHALLENGE
How do we establish trust in Trellis as a new financial brand, while giving the company the clarity and confidence to move retirement forward?​​​​​​​
Trellis Financial was created to bring modern capability to a category built on long-term relationships.
As the company prepared to grow its annuity and life insurance platform, Trellis needed a brand foundation that could carry the credibility expected in financial services and the energy of a company built for what comes next.
We partnered with Trellis to develop a brand expression designed to help the company enter the market with assurance, authority, and distinction.
A modern retirement business shaped by long-term relationships and the people Trellis serves.
To shape the brand, we looked closely at what makes Trellis different: deep insurance experience, modern technology, and a clear belief that retirement products should better serve the people who rely on them.
The strategic opportunity was clear: Trellis needed to feel established without feeling conventional, and progressive without losing the trust required in financial services.
The trellis symbol became the visual anchor for that story, suggesting structure, support, and growth, and giving the brand a distinctive expression that can scale across its broader ecosystem.
“We now have a brand presence and level of refinement typically reserved for the largest corporations, along with a foundation built to support Trellis for years to come. Pencil Worx brought the same level of craft to our identity that has shaped some of the world’s most recognized brands.”
Chris Halloran, FSA, MAAA
Co-Founder & Chief Operating Officer, Trellis Financial
THE RESULT
A brand system designed to scale.
From the website experience and product sheets to sales materials, presentation systems, social media assets, policy communications, and future brand extensions, the system gives Trellis a cohesive expression across every touchpoint.
Together, these elements translate the company’s story into a market presence built on credibility, confidence, and the flexibility to grow.
Contact us at info@pencilworx.com 
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