ROLE

I served as the lead Creative Director on this initiative, partnering closely with the London-based brand manager and the UI/UX and development teams. My role focused on interpreting the global brand strategy into actionable creative direction, aligning teams on design decisions, and ensuring that every component of the platform accurately reflected and expressed the new brand while remaining highly functional.

METHODOLOGY

We began with a strategic audit of the existing platform to identify misalignments with the new brand guidelines. Working cross-functionally, we refined a design system that balanced brand color and iconography with accessibility and usability standards. I guided creative reviews and provided direction to ensure our solutions worked across varied contexts without introducing color conflicts or diluting meaning.

IMPACT

The result was a refreshed internal platform that brought the new JPMorgan Chase brand to life for employees worldwide. Our work delivered a cohesive, modern, and accessible experience that reinforced trust and clarity at every touchpoint—helping employees feel aligned with the brand vision while making day-to-day tasks more intuitive and visually consistent.