REDESIGN X REBRAND

JPMORGANCHASE.COM

THE CHALLENGE

The legacy jpmorganchase.com website needed to reflect the firm's new, unified brand identity while delivering a modern, cohesive experience for both customers and investors. Beyond updating the visual design, the challenge was to create a scalable, consistent system that worked seamlessly across devices and touchpoints—supporting the bank’s reputation for clarity, trust, and innovation.

ROLE

As lead Creative Director, I partnered with the agency and internal stakeholders to ensure the new website embodied the refreshed JPMorganChase brand. I provided creative direction across design system updates, art direction, and content strategy—while aligning teams on brand principles, accessibility standards, and the need for clear, consistent storytelling throughout the experience.

METHODOLOGY

We began with a strategic review of the legacy site and new brand guidelines, identifying opportunities for simplification, cohesion, and better user flows. I worked closely with design, UX, and development teams to evolve the design system, direct art and content choices, and ensure accessibility best practices. Regular reviews and stakeholder workshops kept teams aligned and helped us deliver a site that was both polished and practical.

IMPACT

The redesigned jpmorganchase.com launched as a modern, scalable platform that clearly expresses the unified brand. It delivers a seamless, accessible experience for diverse audiences—from retail customers to investors—while setting a strong foundation for future content and features. The new site reinforces JPMorganChase’s position as a modern, trustworthy leader in financial services.