Multi-tasking 3,4-dihydroxysalophen Schiff base tetradentate ligand (3,4-DHS) as reductant, stabilizer, and catalyst in a new concept of gold nanoparticles (AuNPs) synthesis is demonstrated. 3,4-DHS is able to reduce HAuCl4 in water, acting also as capping agent for the generation of stable colloidal suspensions of Schiff base ligand-AuNPs assemblies of controlled size by providing a robust coating to AuNPs, within a unique reaction step. Once deposited on carbon electrodes, 3,4-DHS-AuNPs assemblies show a potent electrocatalytic effect towards hydrazine oxidation and hydrogen peroxide oxidation/reduction.