As the head of Creative Services, SVP of Brand and Product at Goldman Sachs, I led the team working to re-imagine a new visual identity system for the 150 year old premier “Private Wealth Management” division of Goldman Sachs. Coinciding with the restructuring of the Consumer and Investment division to Consumer Wealth Management, our work paved the way forward for this historic brand to step into the future with a truly premium luxury aesthetic that reflects the lifestyle, locations, products, and activities that their clients engage with and the quality that they have come to expect. The team examined the aesthetic, tone, and voice of the brand in order to create a system that would ensure visual consistency for global advisor teams in over 30 countries to create unified digital and traditional client experiences. Identifying areas of the brand that needed extreme control vs. areas that needed flexibility for designers to explore was key. An extensive color and pattern library was developed to be accessible and work on both dark and light backgrounds. Standardized basic design principles and education helped teams on appropriate usage of the brand guidelines and to quickly increase productivity in design work streams. Adoption of the new brand guidelines started mid 2020 and quickly spread with the creation of a new credit/debit card, a new mobile app, pitch decks, financial reporting documents, and much much more.