Forefront Communications

TURNING DAY TRADERS INTO CAREER TRADERS

TRILLIUM

CLIENT TYPE:

Buy-Side/Sell-Side

Categories:

Brand/Website

ONLINE:

SPOTLIGHTING A PROPRIETARY TRADING FIRM’S ADVANCED ANALYTICS, SOPHISTICATED TECHNOLOGY AND COLLABORATIVE CULTURE TO RECRUIT THE NEXT GENERATION OF TRADERS

THE CHALLENGE

Trillium Trading is a leading proprietary trading firm that has been in business for over two decades, using advanced analytics and sophisticated technology to empower its traders to excel under all market conditions. Headquartered in New York with additional trading floors in Chicago and Miami, Trillium’s top priority is to attract the best and brightest college undergraduates who want to pursue a career in trading. The firm approached Forefront to better align its public-facing identity with its engaging internal culture and position itself as a top destination for aspiring market professionals. Trillium charged us with developing a new brand and website to better reflect who they were as a firm and bolster recruiting efforts.

The Forefront team was A+ the entire time, met all deadlines and milestones that were outlined from the outset and was very easy to work with.

— Lee Maschler, Founder and CEO of Trillium Trading

THE STRATEGY

From the start, we knew we needed to position Trillium as an attractive, welcoming place to work and emphasize its commitment to helping budding traders build successful trading careers. As with every Forefront rebrand, the project began with establishing a foundational set of key messages. In Trillium’s case, these messages revolved around the company’s commitment to providing its traders with the training, technology, capital and work environment necessary to set them up for long and lucrative careers and ensure their success. Once this initial phase was complete, our design team worked with Trillium to create a unique, impactful brand aesthetic that aligned with both the key messages and the corresponding tone of voice we determined, which balanced a stable, reliable posture with a forceful air to emphasize the opportunity at hand.

EXECUTION

The new Trillium website – a collective effort from our copywriting, design, development and video teams – features a compelling, modern design, a color palette balancing grayscale tones and pastels, and several interactive components, including extensive use of video. The result: a highly engaging journey for aspiring traders.


The website copy mirrors the key messages, with a strong emphasis on company culture and career-long training. This is best illustrated on a page dubbed “The Path”, which guides website visitors through the highlights, expectations and rewards of a career at Trillium, from the firm’s summer internship to the peak of the profession. Elsewhere, “The Traders” section of the website includes one-on-one interviews with current Trillium traders, as well as a series of eye-catching visuals that highlight the team’s wide range of experience levels, educational backgrounds, personal interests and more. This section showcases the human side of the company, giving prospective traders a real sense of who they can expect to work with.

RESULTS

” Bottom line, we were very happy with Forefront, from their initial proposal and work to define our key messages (which was exemplary) all the way through to website launch. They were A+ the entire time, have a great team, met all deadlines and milestones that were outlined from the outset and were very easy to work with. ”

— Lee Maschler, Founder and CEO of Trillium Trading

“In the year since unveiling our new brand, we’ve seen a near doubling of the number of applicants to the firm. Attracting the best and brightest early career traders is absolutely critical to our success, so our new brand and supporting social strategy have had a tremendous impact on our business.”

— Ben Baller, MD and Head of Trading at Trillium Trading