In a field crowded by big name institutions and roboadvisors, BTF stands proudly apart. Started by longtime FB ally and tax attorney-cum-CPA Brian Thompson, the firm serves Generation X/Y LGBTQ households, offering empathetic, expert and timely advice. Firebelly developed a simple, sophisticated brand and website to help Brian reach—and immediately reassure—potential clientele.
Brand & Identity System
We created a custom alphabet, BTF Mono, which recalls tabular data while even-handed spacing reflects Brian’s calm and calming demeanor. Quite simply, the font is the brand. It blends the numerical with the personal, a clear bridge between story and visual identity, translating seamlessly across print and web.
When put to work in high level messaging, the font signals a friendly call to action, building trust through legibility and familiarity. The primary wordmark slims down to the more concise |B|T|F|—subtle enough to live anywhere, providing quiet, confident reassurance at every touchpoint, without becoming overbearing.
Clean linework, derived from the streamlined logomark, reappear as a structural element and visual cue, inviting visitors to read between the lines and make progress at their own pace. Thoughtfully structured copy and strategic pathways—marked by simple animations and delightful interactions—gently guide users toward one final, low-pressure call to action, encouraging them to take the first step toward financial security, just by getting in touch.