GS Investments
Responsive Web Design
Branding
Print Design
Branding, responsive web design, and print design for this independent, SEC-registered wealth management firm located in downtown Minneapolis, MN.
Team Makeup: Solo freelance work
Project Duration: 13 years (ongoing)
Tools Used: Figma, Sketch, Illustrator, InDesign, Photoshop, Squarespace
Site Link: gsinvestments.com
Problems
GS Investments approached me with several key challenges:
Brand Inconsistencies
Their existing brand identity was outdated and inconsistent across mediums.
Their website, newsletter, and marketing materials lacked polish, reducing their perceived professionalism.
Website Challenges
The website was difficult to update and didn’t communicate their credibility or value to potential clients.
Their existing website wasn’t built to be responsive, alienating mobile users.
Process
I worked indepently with stakeholders at GS Investments to do the following:
Visual Audit
Conduct a visual audit of their existing brand, web presence, and print materials.
Redesign their identity system with a focus on digital accessibility and cohesive storytelling.
Assess Digital Presence
Develop and build a responsive Squarespace website that the team could maintain without developer support.
Refresh and modernize print and digital materials, including newsletters and brochures, ensuring consistent branding across all touch-points.
The Solution
I led a full brand refresh for GS Investments to create a more cohesive and modern identity. As part of this, I designed a new web experience custom-tailored to the client’s needs and created supporting marketing materials to match.
Branding Refresh
The visual audit helped me identify usability issues in the logo and inconsistencies in the brand palette, typography, and imagery.
Refined the original logo for improved legibility and scalability, strengthening visual confidence and presence across digital and print applications.
Expanded and refined the brand color palette, introducing deeper, more cohesive tones.
Updated typography to better align with the brand’s tone—modern, trustworthy, and established.
Designed a multi-purpose brochure suitable for both print and digital sharing.
Reimagined the quarterly email newsletter, bringing it in line with the new brand system to increase client engagement and perceived professionalism.
Website Redesign
After discussing options with the client, we made the decision to design and built a new customized website.
Using Squarespace, the client is now able to confidently make edits themselves, giving them full control over the copy, images, and links that appear to their clients.
Key page highlights:
Homepage: Showcased differentiators such as client retention, total assets under management, and combined team experience.
Firm Overview: Highlighted the team’s history and personalized service with custom staff bios.
Newsletter Page: As the client wrote out their latest newsletter, they can upload it to the website themselves, reducing the time it takes to get it in front of their subscribers.
Integrated newsletter signup, recent newsletter downloads, and a contact form across all pages.
Digital Brochure
Impact & Reflection
Improved brand consistency across 3+ media types: website, print, and email.
Decrease in bounce rate from mobile users within 6 months of launching the new site.
13-year ongoing client relationship, with continued trust in managing all aspects of visual identity and communication.