Visual Strategy | Brand Identity Design | Creative Direction | Art Direction | Graphic Design | Motion Graphics | Brand Postioning | Marketing Research | Campaign Strategy | Paid Media Planning | Copywriting | Naming | Packaging Design | Videography | Trend Reporting | Brand Partnership | Brand Positioning | Photography | Videography | Post Production | Sound Design | Print Production
JP Morgan Chase & Co. is rooted in a heritage of institutional distinction with uncompromising service and standards. playworkgroup has worked closely with the institution in expanding the Chase brand and presence, helping to usher in a new era of brand excellence.
JP Morgan Chase & Co. Visual Identity
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.
Chase Private Client Visual Identity
Looking to future-proof its established reputation, Chase Private Client asked playworkgroup to help usher in a new era of excellence by creating a fresh, corporate visual identity and comprehensive brand guidelines. With deep knowledge of the CPC history, consumer and ecosystem, playworkgroup sought to define and strengthen the brand’s expression of integrity, inclusivity and innovation while affirming their place as cultural and financial leaders for years to come
The result | Our comprehensive approach preserved the best of CPC while optimizing areas in need of transformation and evolving the brand’s extensive identity and guildelines. From an updated logo and elevated new card design to seamless digital experience and curated library of evergreen photo assets, playworkgroup’s creative direction has set the visual tone for CPC’s next era – authentic, inspiring and accessible.
Chase Sapphire Visual Identity
In an effort to enhance the consumer’s relationship with Chase Sapphire – a popular offering with a focus on travel and dining – Chase Bank asked playworkgroup to ideate and execute a creative direction for their Sapphire Reserve credit card and the Sapphire ecosystem that would reflect the evolving consumer experience.
The result | playworkgroup tapped its deep knowledge of Chase and the entire JPMC ecosystem to refine and elevate the existing Sapphire identity, delivering a new look for the credit card as well as creative assets for other Sapphire touchpoints, from airport lounges to signage.
Chase Pride Identity
In the leadup to Pride Month, we worked closely with Chase to create a joyful visual identity celebrating the LGBTQ2A+ community and affirming the institution as an ally year-round.
The result | playworkgroup delivered a colorful identity to be applied to printed and digital materials, as well as in-branch merchandise such as branded pens, keychains and lollipops.
