Gould Capital

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For close to 50 years, Gould Capital has been helping families secure healthy financial futures. We helped them update their brand to reach the next generation of investors and clients.

Our approach centers around a logomark with expressive and humanistic forms that mirror Gould's differentiating values, human-centered services, and expertise in the practice of Behavioral Finance.

Intuitive navigation, visual hierarchy, and intentional pacing bring ease to the interactive experience. Attention to web accessibility and informative services descriptions embody Gould’s transparency, trustworthiness, and client-first ethos.⁠

Gould’s wise, confident, and conversational voice defines the firm’s wholistic expertise and conscious approach.

The tagline, “Wealth with Integrity,” speaks to their role as a trusted advisor, dedicated to securing financial well-being and supporting better futures for all, for generations to come.⁠

On social media, photography stands alone or combines with brand elements to portray the joy of a life lived richly through faces diverse in age and ethnicity.⁠

To convey Gould’s ethical approach, brand artwork symbolically unites the concepts of money and humanity, personal prosperity and social responsibility.