Globally recognized financial powerhouse J.P. Morgan is an iconic American institution – named the best bank in the world, and responsible for managing over $3.8 trillion in total client assets internationally.

When J.P. Morgan Private Bank asked playworkgroup to strategize and establish a strong, elevated visual identity system to reflect its prestige and success while looking to the future, we responded with a comprehensive Identity Exploration inspired by eternal elegance and the timelessness of trust.