GS Futures
Brand refresh, website strategy, design and Webflow development for GS Futures, GS Group’s corporate venture platform.
The TL;DR
GS Futures wanted startups and investment partners to see the ambition behind its work: a venture firm investing in the future of industry, with GS Group behind it. The website needed to communicate the standard of investor the firm aspired to be, the technologies it backed and the people a potential partner could work with. We refreshed its web presence around that ambition. We developed a lighter design using GS Futures’ colors to give the firm a contemporary venture character. Dedicated fund pages, a connected portfolio and a team directory put each strategy alongside the companies and people behind it. We brought that structure into Webflow, with content workflows covered in training so the site could keep evolving.
The Challenge
Make the Firm’s Ambition Visible
At the outset, GS Futures’ website centered on four familiar routes: Home, Team, Portfolio and Blog. The firm wanted a more complete introduction to its investment practice, including distinct Collective and Construction strategies and a stronger visual presence.
The discovery brief set a clear standard. Visitors should recognize a credible venture investor, want to work with the firm and feel welcome to collaborate. The team wanted a fresh, modern website that could stand alongside leading venture funds while retaining its connection to GS Group.
We planned around the audiences named in that brief. Startups came to understand the investment strategy and explore a potential partnership. Other venture investors sought co-investment opportunities and information about the portfolio and team. GS Group needed a view into the firm’s companies and people.
That made the refresh a question of how to present the firm’s offer. The design needed to express its technology focus. The structure needed to connect that focus to actual investments and the people behind them.
The Journey
Give the GS Identity a Contemporary Venture Character
GS Futures wanted a contemporary expression of the GS Group identity. We worked with its existing colors and logo, then explored how those foundations could feel at home in the venture space.
Design review moved the direction from a bolder, darker treatment toward lighter gradients, soft blurs and layered cards. Color became part of the page composition, giving the site a fresh visual language while keeping its connection to GS recognizable.
The fund pages shared a layout, with orange for Collective and green for Construction in the reviewed design. That gave each strategy a visual cue within a consistent system. A visitor could move between the funds and still recognize the same firm.
The creative direction answered the brief’s combination of credibility and approachability: a clear structure for the investment information, with color and depth that gave the presentation character.
Turn Investment Structure Into a Path for Potential Partners
We expanded the original page structure with a shared About page and dedicated pages for the Collective and Construction strategies. Each fund gained space to explain its focus and show its companies within the wider GS Futures story.
The current homepage introduces the firm’s investment themes, including physical AI, the built environment and energy and industrial transition. From there, visitors can explore a fund, see its portfolio and find the team.
Portfolio structure required a specific distinction. A company’s sector and its fund membership answer different questions; construction-related companies could also belong to the Collective portfolio. The current portfolio offers separate fund and sector controls, alongside search.
During handoff, the team asked for an additional fund filter. We favored a separate control over coloring company logos, whose own brand colors would compete with that signal. The current site displays both dimensions.
The team directory completes that path. The directory displays filters for investment, business development and business management, while individual cards carry fund and sector tags. For a prospective partner, the site connects the investment focus, the companies behind it and the people to contact.
Build a Presence the Team Could Keep Current
The firm’s story would continue to develop as its portfolio and team changed. We built the website in Webflow with CMS records for companies, people and blog posts, and carried those workflows into handoff.
Portfolio records included a company’s logo, description, fund and sector. Team records included role and fund tags. These fields let the content follow the same distinctions visitors see on the website.
During design review, GS Futures chose to retain the native blog option after considering Medium. The current site also includes a media kit with company boilerplate and links to logo files, giving external audiences a single place to find those materials.
Training made the content structure concrete. We walked through text and image edits, CMS records and staging versus production publishing. The team’s request for complete, alphabetized fund-page portfolio lists became a practical demonstration of those editing controls.
The Solution
A Distinctive Venture Identity Built on GS
The refreshed site gives GS Futures a contemporary visual presence while retaining its established identity. Lighter gradients, layered cards and GS colors bring character to the investment story. The two fund pages share a design system, so each strategy has room to stand out within a recognizable firm.
A Connected View of the Firm, Its Funds and Its People
Dedicated strategy pages explain the Collective and Construction funds. Visitors can move from those pages into the portfolio, distinguish fund membership from sector, and explore the people behind the investments. The homepage puts the firm’s technology focus and GS backing into that wider story.
A Foundation for the Next Chapter
Company, team and blog content lives in Webflow CMS records. A public media kit brings company information and logo files together. Recorded training covered the practical work of keeping the site current, from editing content and images to managing portfolio records and choosing where to publish.
Hear What Our Client Has To Say
We now have a site that does justice to both of our fund strategies and gives founders and partners the context they need…
FAQs
GS Futures is GS Group’s corporate venture capital and strategic investment platform. It backs founders working across physical AI, the built environment, energy and industrial transition, and digital infrastructure. Its Collective and Construction funds focus on early-stage companies.
Slam Media Lab designed and developed the GS Futures website. Our work brought website strategy, a refreshed visual direction and Webflow development together around the firm’s investment approach, portfolio and team.
We expanded the original Home, Team, Portfolio and Blog structure with dedicated fund pages and a shared About page. The design uses GS Futures’ established identity in a lighter visual system, with connected portfolio and team content.
The project was a website and visual refresh within the existing GS Futures identity. Its colors and logo provided the foundation for the new design. The work focused on expressing the firm’s venture character and making its investment strategies easier to explore.
We built the site in Webflow, with CMS records for companies, team members and blog posts. Handoff training covered content and image edits, CMS updates, and staging and production publishing.
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