Goldman Sachs challenged us to create a corporate website that would rise above the sea of blandness that is financial services online. The result is like nothing else in the banking sphere, a visually rich, even cinematic experience that shuns stock images for original photography in full-bleed layouts, uses black backgrounds for key pages instead of the usual white and washed-out grays, and plays with type treatments and scale for a dramatic effect lacking in the text-heavy offerings of its competitors. By design, the new goldmansachs.com looks and feels like something from the world of luxury consumer goods, befitting the firm’s elite status in the global financial community. To get there, we overhauled the site’s information architecture, worked with the firm’s subject matter experts to create content where necessary, developed a completely new visual design system, and successfully integrated original video with existing rich-media content for a seamless user experience.