Tasked with refreshing the identity of one of the world’s most recognizable and trusted brands, J.P. Morgan Chase & Co., playworkgroup sought to achieve an updated look and feel that resonates with modern consumers while paying homage to the company’s heritage and core values. We grounded our creative strategy with deep research into the institution’s significant archives as well as intensive consumer analysis and trends intelligence. Working closely with the in-house marketing team, we translated our findings as actionable art direction – elevated, highly curated moodboards to inspire JPMC leadership with enticing, tangible options for a refreshed identity.

The result | After exploring several creative directions, we landed a modern, innovative, comprehensive visual language that speaks to contemporary culture with a vibrant, dynamic palette, accessible illustrations and clean design that reflects the company's forward-thinking approach and diverse, inclusive ethos.