Atelier Vosloo All work

Analytical by design, human by nature.

Agency

VCCP

Sector

Fintech

Scope

Positioning Brand strategy Identity Visual assets Digital

GoalsFirst is a boutique asset management company creating personally tailored investment strategies. We were tasked with building the brand from the bottom up: positioning, brand strategy, identity and visual assets.

We positioned them as a trusted boutique for high-end family offices. The highlight of the logo is the exclamation mark — the dot — embodying impact and excellence. The visual palette draws on spaces and places built by time, weathered and strengthened through storms: a combination of manufactured, controlled beauty and the raw, unpredictable power of the sea.

Analytical by design, human by nature. Finance is always a combination of people and money, never one without the other.

The GOALSFIRST wordmark in widely letterspaced white capitals across a dark volcanic rock face, with a cyan dot set beneath the I in place of its tittle
The GOALSFIRST wordmark in widely letterspaced white capitals across a dark volcanic rock face, with a cyan dot set beneath the I in place of its tittle
Aerial view of surf breaking onto black volcanic sand, the GOALSFIRST wordmark to the left and the three pillars Clarity, Performance, Impact stacked between rules to the right
Aerial view of surf breaking onto black volcanic sand, the GOALSFIRST wordmark to the left and the three pillars Clarity, Performance, Impact stacked between rules to the right
Brand summary grid: the wordmark over a dark rock face, a cyan gradient panel of line-and-circle graphic marks, a figure walking a pier into open water, the Uni Neue type family shown in Light through Black with its alphabet and numerals, and a balanced standing stone on a pale ground
Brand summary grid: the wordmark over a dark rock face, a cyan gradient panel of line-and-circle graphic marks, a figure walking a pier into open water, the Uni Neue type family shown in Light through Black with its alphabet and numerals, and a balanced standing stone on a pale ground
Graphic language on charcoal: a set of fine line marks — a triangle on a rule, circles on an axis, vertical and horizontal rule groups, overlapping and segmented circles, the words Clarity, Performance, Impact between rules, and two triangles with white and cyan nodes
Graphic language on charcoal: a set of fine line marks — a triangle on a rule, circles on an axis, vertical and horizontal rule groups, overlapping and segmented circles, the words Clarity, Performance, Impact between rules, and two triangles with white and cyan nodes
Three quarterly report covers captioned Graphic language — data driven, Seen from your viewpoint — context and orientation, and Human by nature: Unite priorities, purpose and performances with overlapping circles; Unlock the full value of finance over the pier photograph with a balance mark; and the pull quote Investment ideas do not live in perfect models but in their limitations
Three quarterly report covers captioned Graphic language — data driven, Seen from your viewpoint — context and orientation, and Human by nature: Unite priorities, purpose and performances with overlapping circles; Unlock the full value of finance over the pier photograph with a balance mark; and the pull quote Investment ideas do not live in perfect models but in their limitations
Brochure cover and two spreads: the cover pairing an aerial wave with Clarity, Performance, Impact; a spread with a child seated on a beach beneath a large X and numbered section 01 set in vertical type; and a spread with a balanced standing stone facing the heading Manage your impact
Brochure cover and two spreads: the cover pairing an aerial wave with Clarity, Performance, Impact; a spread with a child seated on a beach beneath a large X and numbered section 01 set in vertical type; and a spread with a balanced standing stone facing the heading Manage your impact
A fan of charcoal business cards on a dark grey ground, each printed with a white dot grid and a single cyan mark standing out among the dots
A fan of charcoal business cards on a dark grey ground, each printed with a white dot grid and a single cyan mark standing out among the dots
Three illuminated lightbox panels: Manage your impact over breaking surf, the standing stone with Clarity, Performance, Impact, and Invest with eyes wide open over a backlit figure on a beach
Three illuminated lightbox panels: Manage your impact over breaking surf, the standing stone with Clarity, Performance, Impact, and Invest with eyes wide open over a backlit figure on a beach
Laptop showing the homepage: the wordmark and the line Invest with eyes wide open on black, the aerial wave filling the right, and the three pillars stacked between rules
Laptop showing the homepage: the wordmark and the line Invest with eyes wide open on black, the aerial wave filling the right, and the three pillars stacked between rules
Phone showing the mobile homepage, the wordmark over surf at the top and Clarity, Performance, Impact stacked below, set against the same aerial wave photograph enlarged behind
Phone showing the mobile homepage, the wordmark over surf at the top and Clarity, Performance, Impact stacked below, set against the same aerial wave photograph enlarged behind
Two billboards on a brick railway viaduct at London Bridge: Manage your impact with a standing stone holding a cyan disc, and Invest with eyes wide open with two hands passing a glass lens
Two billboards on a brick railway viaduct at London Bridge: Manage your impact with a standing stone holding a cyan disc, and Invest with eyes wide open with two hands passing a glass lens