Sorry, no search results could be found.
27 Aug 2025 | 3 minutes to read
Great brands tell great stories and our story is one of transformation, trust and clarity. As Head of Brand at TrinityBridge, Theodora Angelakopoulou knows what makes a brand resonate. She knows that a brand isn’t just a logo or a slogan, but a living, breathing expression of purpose. It’s how people feel when they interact with you and the trust you build over time.
When we unveiled our new identity in late 2023, it wasn’t just a cosmetic refresh. It was the culmination of a journey – one rooted in purpose, shaped by people and powered by our story. At the centre of that journey was Theodora, helping to guide our evolution with clarity and conviction.
For more than thirty years, we’ve walked alongside clients through markets, milestones and moments that have defined their financial wellbeing. But like any enduring relationship, evolution was essential. The rename to TrinityBridge, and our transition to an independent, standalone business in 2025, marked a new chapter. But it wasn’t a new beginning, it was a clearer expression of who we have always been.
A brand built on relationships
“Relationships have always been at the heart of what we do,” Theodora explains. “But we realised that while our work was modern, personal and future-focused, our brand hadn’t caught up. We needed to reflect the clarity we offer our clients – not just in what we do, but in how we show up.”
Our new name, TrinityBridge, symbolises the three-way partnership we champion – between clients, investment managers and professional advisers. The ripple design of our logo represents the long-term impact of thoughtful planning, while the warm colour palette reflects the richness of the lives we help shape.
"The rebrand wasn’t about reinvention, it was about clearly defining the brand’s purpose."
But the transformation wasn’t just about aesthetics. It was the result of deep listening – to our clients, our colleagues and the values that have always guided the business.
“We had meaningful conversations across the firm,” Theodora says. “We asked: What do people really value? What do we stand for? And how do we make that visible?”
The power of storytelling
At the heart of our rebrand was a commitment to storytelling, not as a marketing tactic, but as a way to build trust and connection.
“In a world of algorithms and AI-generated content, real stories cut through the noise,” Theodora says. “People don’t remember data points. They remember how you made them feel.”
Our brand campaign was deliberately human. From national publications to regional lifestyle media, our message was consistent: we’re not a new player, but a trusted partner stepping into a clearer identity.
"Storytelling makes a brand relatable. It bridges gaps and invites trust."
More than just a logo
The TrinityBridge logo might be above the door, but brand encompasses so much more than that. What really defines a brand is everything that happens beyond this initial touchpoint.
“People forget that brand isn’t just a typeface or a colour palette,” Theodora says. “It’s the entire experience someone has with your business – how we talk, how we show up and how we make people feel.”
Brand touchpoints are everywhere. They’re in the tone of an email. They’re in the way a client is treated on a call. It’s in the consistency of our actions and the clarity of our purpose. The logo may catch someone’s eye – but it’s the experience that stays with them. That’s what builds trust and makes a brand real.
Brand leadership in a fastmoving world
In a world where trends shift quickly and attention spans are short, brand longevity depends on a fine balance of adaptability and consistency. As Theodora puts it, “The brands that last are those that stay relevant without losing their core identity.” That’s been central to our journey at TrinityBridge – evolving with purpose, while staying true to the values that have always defined us.
We didn’t rebrand to become something new. We rebranded to express more clearly who we already were. That clarity is what gives a brand staying power.
“They listen, they adapt, they show up consistently and they keep their promises,” Theodora says. “In a fast-moving, noisy world, what really gives a brand staying power is being human, authentic, relevant and connected.”
How a brand looks or sounds is just a small part of it – how it behaves and how aligned it is from the inside out is what’s most important. “Internally, it’s about making sure our people truly believe in what we stand for,” she adds. “Not just in theory, but in the way we work, talk and show up every day.” That alignment builds trust and trust is what endures.
Looking ahead
As we continue to grow, our brand remains a compass – guiding not just how we look, but how we behave. TrinityBridge is more than a visual identity. It’s a reflection of who we are, what we believe and how we show up for the people we serve.
"Empathy is the foundation of a lasting brand. When we understand what matters to people, we build trust – and trust is the currency of endurance."
So, what makes a brand a brand?
For us, it’s simple: it’s the feeling people walk away with. And if we lead with empathy, clarity and purpose – we believe that feeling will last.
Theodora is a strategic and visionary brand expert with more than 20 years of international experience in brand design and communications She has led brand development, design and implementation for both global corporations and entrepreneurial ventures – delivering value through creative thinking, clear purpose and practical execution. Theodora previously served as Head of Brand for the UK & EMEA at CBRE and was a contributing member of Deloitte’s global brand team.
Her work is driven by a deep belief in the power of brand to shape reputation, inspire trust and build long-term competitive advantage.
Before you invest, make sure you feel comfortable with the level of risk you take. Investments aim to grow your money, but they might lose it too.