The Goldman Sachs redesigned website sought to convey the notion that it was a unified and global firm with a single purpose. Additionally, Goldman Sachs wanted their diverse audiences to immediately understand the breadth of services and offerings.

The site's relevance to a worldwide audience was to be unmistakable and built on the established themes of innovation, growth, and leadership. These three qualities, taken together, formed the thrust of the thematic vision for the Goldman Sachs website, that the firm is a catalyst to success, whether personal or corporate.

This was conveyed through the implicit, understated, but still powerful portrayals of the firm and its clients in motion and in action, in the boardroom and on the street. An online "documentary" of success.

These evocative moments in time were meant to make Goldman Sachs distinct from the rest.

These moments are windows into the convergence of ideas, opportunities, acumen, leadership, research, innovation – even adventure – that underscore Goldman Sach's unique position in, and access to, the world of business.