The qualitative multimodal content analysis of Goldman Sachs’ Instagram account examined how the company has visually communicated their corporate identity following dress code policy change in March 2019. Grounded in multimodal theory and corporate identity construction, the case study examined how professional attire is curated on social media to convey corporate values and identity. Using a refined analytical template, systematic coding of the dataset that included 48 posts featuring 126 images was conducted. The template used key categories--salience, multimodal attire, professional ensemble, and authenticity--to guide the process. Five thematic patterns were constructed including homage to tradition, salient power moves, intentional styling, (in)authentic expression, and curated inclusion. The findings contribute to understanding how corporations visually construct their identity on social media and through corporate dress codes.
