J.P. Morgan
PROBLEM:
In the teeth of the 2008 global financial crisis we were challenged to reposition the brand to build confidence, across multiple stakeholders, in all global markets.
SOLUTION:
We took J.P. Morgan’s unique and storied past and used that to position it for the challenges of today and the future. Tapping into the insight of “character” we positioned the brand as a trusted partners that is “Distinctively J.P.Morgan.”
RESULTS:
The Great Recession brought the global economy to the brink. But despite the bankruptcy of Lehman Brothers, the collapse of the stock market, the Federal Reserve slashing interest rates, the housing bubble bursting and the acquisition of Bear Sterns, J.P. Morgan was seen as steady stabilizing influence. This demonstration of true character in a time of crisis resulted in not only survival but a meteoric rise in stock price.
ESTABLISHING A GLOBAL BRAND IN A TIME OF CRISIS
After a string of mergers, J.P.Morgan’s brand was unfocussed. And in certain markets, it was essentially unknown. In this video you will see how our campaign used outdoor, print, and the web to sharpen the brand and establish the bank on the global stage.
NEW VISUAL IDENTITY
For the J.P. Morgan new positioning, we set out to create a sophisticated yet distinctive visual identity system; combining heritage attributes of the “old world” with modern attributes of the “new world.” From hybrid letter styling we designed into the logo, to contemporary color palettes, sophisticated photography work, signage and a range of communication pieces.
