Banks and Financial Services companies obviously need a PR face-lift. With public opinion and trust levels plummeting to new lows some are ready to try completely different approaches. Such is the case with the current Goldman Sachs website.
The corporate feeling, powerful, almost graphic-free save for a logo imagery we are all used to seeing for Financial Services homepages is gone – replaced with a site that looks more like it belongs to a non-profit organization for empowering women. At first glance I thought I had made a mistake in typing the domain name, then I saw the Goldman Sachs logo placed subtly in the upper corner.
The new design highlights the firm’s philanthropic efforts far more prominently than any of their asset management services. It’s clear the firm and their PR team is trying to project a more friendly, approachable – or for lack of a better phrase “warm & fuzzy” – image. An interesting change to say the least, but will it help with the current public relations crisis the industry is going through?
Note: Archive.org was, unfortunately, unable to give me a screenshot of how the site used to look. However, for comparison purposes the previous homepage design was a cross between Fidelity’s and Merrill Lynch’s.