In reimagining the brand strategy for Marcus by Goldman Sachs, I tackled the unique challenge of making digital banking feel more human and approachable while maintaining the gravitas of the Goldman Sachs legacy.

The comprehensive guide focused on creating 'tangible' digital experiences that resonate with modern consumers who seek both technological convenience and human connection. By developing warm, engaging brand touchpoints, we successfully bridged the gap between traditional banking authority and contemporary digital accessibility.

Created an approachable brand voice that builds trust and emotional connection

Developed visual elements that humanize digital banking interactions

Established guidelines for converting complex financial concepts into clear, engaging communications

Designed a system that makes the intangible aspects of digital banking feel more concrete and relatable

This strategic framework helped Marcus overcome traditional banking inertia, creating a brand that feels both innovative and trustworthy—a digital-first financial partner that people can genuinely connect with.