Brand Design

Art Direction - Brand Strategy - Design Systems

Brand design shapes how a company is perceived, influencing recognition, trust, and ultimately, success. Effective brand design helps differentiate a business, build customer loyalty, and create a lasting positive impression.

The Chase Brand Toolbox is an expansive suite of information designed to guide marketers and agencies alike in maintaining the Chase brand Identity throughout their projects. The toolbox contains guidelines and examples for brand color, illustration, typography, and much more.

Screenshots of a branding design documentation for Chase, including logo, typography, color palette, layout, and photography examples.

JPMorganChase was creating a new cohesive visual identity for all of it’s “Business Resource Groups”, which are employee lead groups focused on diversity, equity, and inclusion.

Collection of branding and presentation templates for JPMorgan Chase featuring diverse women and business professionals, with text emphasizing leadership, technology, and challenge.

I was presented with a unique challenge when JPMorganChase asked me to design strategic guidelines for their LGBTQ+ presence. The firm wanted to keep it’s brand identity, but also fit in cohesively with events around the country, big and small.

JPMorgan Chase marketing proposal with color palettes, typography details, and two poster options displaying the message "We Stand Proud" with rainbow colors and a note about community support.
Screenshots of two online shopping websites showcasing various products, brands, and promotions.

I was asked to create a new visual scheme that would appeal to high-net-worth customers, while using the existing Chase shopping hub design structure. Options should provide a premium look and experience while still leveraging the Chase consumer brand design standards.