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Financial Services

Covenant Trust


Covenant Trust was chartered in 1989 by the Evangelical Covenant Church, Covenant Ministries of Benevolence and North Park University. The firm operates as fiduciaries on behalf of their clients and actively promotes financial literacy for “people who want to use their money for good.”

Struggling to shake the perception of being a limited faith-based financial advisory firm, MonogramGroup was engaged to evolve the brand and craft a narrative where Covenant Trust was viewed as compelling by those beyond the church as well. We got smart before we got creative by building a solid, objective foundation for the brand through an extensive research endeavor.

Rebrand   |   Research   |   Visual Identity Development   |   Web Development   |   Photography   |   Marketing Materials

A trust company with a difference

Covenant Trust originated from a tradition of serving people, not from enriching themselves – a core brand attribute that still lives today.

Covenant Trust - A trust company with a difference
A difference of opinions

We discovered older clients understand Covenant Trust has “Christian” or “faith-based” values, and are comfortable with that wording. On the contrary, younger people didn’t react well to the firm referencing religion, including those that are devout and dedicated church-goers.

Covenant Trust - A difference of opinions
Is it a bird? Is it a plane?

The new trademark has three distinctive shapes, with each color representing a specific touchpoint. The yellow shape represents the individual, the green shape represents their financial considerations and the blue shape represents the trust born of shared values aligning. The symbol is purposely abstract and portrays both hands coming together and a dove.

Not only is the new trademark beautiful, distinctive and memorable, but also appeals to a more diverse audience and reinforces the brand’s value proposition.



Covenant Trust New Logo
The full range of marketing assets

Brochures, envelopes, business cards, notepads, PowerPoint templates, display ads, trade show displays, name tags, coffee mugs, labels, email templates, letter openers… let’s just say Covenant Trust covered all of the bases.

Some argue that less is more. When it comes to building an arsenal of marketing assets that bolster a brand, we never say that.

Logo Explorations

Covenant Trust Logo Option 1
Covenant Trust Logo Option 2
Covenant Trust Logo Option 3
Covenant Trust Logo Option 4
Covenant Trust Logo Option 5
Covenant Trust Logo Option 6
Covenant Trust Gray Logo
Covenant Trust Assets
Covenant Trust Branded Swag
Covenant Trust Branded Swag

Spreading their wings

Covenant Trust’s new website went live in January 2020. With a completely revamped brand and comprehensive suite of marketing materials, Covenant Trust is well positioned to realize their own financial goals in the years ahead.