Knowledge Is Just The Start.
Client.
Goldman Sachs
Sector. Investment Banking USA
Project. Naming and Branding
Deliverables.
Brand Strategy. Brand Expression. Brand Guidelines. Principal Assets. infographics. Billboard. Marketing Materials. Digital Assets. In-house Templates
Created. At MerchantCantos
How do you make a ‘Liquidity Management’ offering stand out in a competitive market? By rebranding it as ‘Liquidity Solutions’ and crafting a fresh vision, compelling mission, and clear values, all wrapped in a new visual identity that reflects Goldman Sachs’ deep expertise and client-centric approach.
With a single, powerful brand promise—‘Knowledge is just the start’—
Goldman Sachs leveraged its heritage and authority in the sector to own this narrative, activating the story across every touchpoint.
In conjunction with Goldman Sachs (GS) iconic square logo device, we created a new brand identity system that places GS at the centre, as a advisory service to its diverse clients. The visual system illustrates, this dynamic, reliable, user-friendly platform.
And in addition to the GS original primary colour palette, we have created a new ‘Liquidity Solution’ tagline to support the branding materials, across multiple channels and marketplaces, advertising boards, digital assets, internal environmental graphics and email sign-off.
