If we’re being honest, Goldman Sachs' troubled past is no secret. The brand has been known to opportunistically inflate bubbles and manipulate markets — at the expense of people and communities.

Within these communities, several generations coexist: The Silent Generation, Baby Boomers, Gen X, Millennials, Gen Z, and Gen Alpha. Over the next quarter century, Millennials, Gen Z, and Gen Alpha are set to inherit nearly $75 trillion. The youngest of the three, Gen Alpha, is on track to have the largest spending power in history. This inheritance will be passed down through both assets and mindsets, including the effects of more than a century of economic trauma. Gen Alpha has seen the choices, and mistakes, that older generations have made, so it’s obvious that their values will be drastically different. Them being critical of our capitalist system is understandable. We named this cohort the sensible radicals, who look to take control of their lives by demanding choice and balancing extremes with variations and spectrums. They will rethink possibilities and use their entrepreneurial spirit to create all kinds of alternatives.

The brand must solve for people and their complicated relationship with capitalism and money, working in support of the planet. Amidst an overwhelming distrust of financial services, Goldman Sachs needs to establish itself as the future of finance. The vehicle to do this? Marcus. Goldman Sachs' consumer banking arm. Launched in 2016, Marcus was the bank's first interaction with what they called the "mass affluent," or those with household incomes above $75,000. This was a chance to reach a new audience, address younger consumer pain points, and combat a troublesome past. But, high interest rates and less than conventional features weren't enough to attract customers and differentiate them from the competition — not to mention a continued troubled reputation and poor public perception. Marcus needs to leverage existing Goldman Sachs equities, including its vast network and collective influence. With multicapitalism at its core, the brand can focus on abstracting the idea of capital and incorporating the vital resources that help people maximize their potential.

Marcus' commitment to changing the way we approach capital at a molecular level is illustrated by a new identity to reflect the new direction. The redefined logo uses a typeface called Sneak. Though a seemingly conventional sans serif at first glance, a closer look reveals sneakily inverted characters. The imagery style looks for the unexpected in the everyday. And the color palette is accented with "troublemaker" cobalt, a representation of the shift in perspective that Marcus creates. New brand attributes redefine the way Marcus presents itself to the world, a new mission leans into the new multicapitalist point of view, and new brand pillars represent action-oriented characteristics of healthy and beneficial relationships.

Tackling well being's often strained and complicated relationship with wealth, Marcus will integrate and balance these concepts — creating wealth being. With a new eight capital system, consumers' idea of wealth is instantly expanded. Combining community, creative, built, intellect, culture, finance, natural, and health capitals invite members to prioritize the capitals that align with their individual values. Based on the capitals that have been prioritized, Marcus will provide localized insights so members can learn how to better allocate their time, energy, and money. They will see, in real time, how different purchases can impact their wealth being.

strategy + design: Abby Shobajo, Ana Rice, Gabriel Porras Carta

strategy: Steven Mayer, Tandiwe Zulu, Whitney Bounty