Capstone is a concept brand for financial education. The idea was based as an off-shoot of Goldman Sachs pitching a campaign that was geared toward a new generation of investors, particularly Gen Z and Millennials. Creating this as a real-life client, I first did the due diligence of understanding Goldman Sachs brand at its core. I gathered the elements such as their color palettes, fonts, and imagery. Studied their assets, their website, social media, reports, and anything else I could get my hands on. I looked at their voice and tone, messaging, and dialogue in how they talked to their audience and imagined what a younger version of themselves would be like.

Financial education is not for the elite - it’s for the future. Now more than ever, it is more important for young audiences to engage with their financial wellness. Goldman Sachs realized just that. As a power house in this industry, they launched a division to engage with the new generation, to deliver resources and education for them to have a solid foundation to build a bright future - not only for themselves but for generations to come.

Being a modern brand, the entire campaign was kept strictly digital. One of the greatest wants and needs for the target audience was that it was digitally accessible. Everything from courses online, social media, and even business cards became digital. This way, it becomes interconnected from one product to the next, making a seamless ecosystem that functions in a harmonious way.