Goldman Sachs
Asset Management
A modern, digital-first experience for institutional and wealth audiences
As Art Director at an agency partner, I led the product design for the Goldman Sachs Asset Management website, aligning brand expression with a modern, digital-first experience for institutional and wealth audiences. Working closely with UX, content, engineering, and compliance stakeholders, I helped translate complex investment capabilities into a clear, consistent system across key pages and components—balancing premium craft, accessibility, and scalability.
Background
My role: Art Director
Responsibilities: End-to-end process
Details
Tools
Highlights
This project began as a passion-driven idea during a hackathon. What made it special was the freedom to build without the usual engineering and product constraints
20%
visitors
40%
satisfaction
CHAPTER 2
Branding
The rebrand delivered a cohesive, scalable identity system that strengthens recognition and builds trust across every touchpoint. By clarifying the brand story and translating it into consistent typography, layout, imagery, and modular templates, we made complex content easier to navigate without sacrificing premium craft.
Stakeholder Interviews
Stakeholder
Interviews
"I conducted deep-dive workshops with La Mer Global Brand Managers and Tmall Operations Specialists to bridge the gap between strict brand heritage and aggressive marketplace mechanics. The goal was to define a 'Digital Flagship' standard."
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Brand Integrity: La Mer requires "Quiet Luxury"—minimalism and negative space are non-negotiable, even during sales events.
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Platform Friction: Tmall's algorithm favors high-density information and promotional badges, which conflicts with the brand's aesthetic.
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The "Skintellectual" Shift: Stakeholders confirmed a shift in strategy from "Lifestyle Marketing" to "Ingredient Education" to justify the premium price point.
CHAPTER 1
Discovery
CHAPTER 3
Data Visualization
We created a consistent data visualization system that makes performance information easier to scan, compare, and trust. Standardized chart patterns, labeling, color, and disclosures improved readability across devices while staying accessible and compliant.
CHAPTER 4
Wireframes
CHAPTER 5
Break Points
Interface
20%
visitors
40% +
Satisfaction
60+
screens
Outcomes
Retrospective
These tradeoffs helped us balance speed and clarity with the rigor required for financial data. By standardizing core patterns while allowing controlled flexibility, we improved trust and usability without sacrificing accessibility or compliance.