Rebrand of the JPMorganChase Corporate Challenge
The J.P. Morgan Corporate Challenge is the world’s largest corporate running event with races in 16 cities across 8 countries held annually. In 2026, the J.P. Morgan Corporate Challenge will be re-branded as the JPMorganChase Corporate Challenge.
The major lift for this endeavor was a complete overall of the visual identity system consisting of new logo design, digital experience, merchandise and on site branded materials and signage.
The Ask
2026 would be the 50th anniversary of the Corporate Challenge. The Sports and Entertainment (S&E) division at JPMorganChase decided the timing was right for a new look to replace the outdated current visual identity system.
Work began in 2024 leveraging two outside agencies and one in-house team, all design options which were eventually turned down. As a fourth option, the JPMC design team was onboarded to develop and present at least three new options for consideration.
The current design system has been in place for over 10 years.
Concepting
Under the direction of our team’s Executive Director, I was assigned as the creative lead for the project. Over the course of four months, we developed and presented multiple concepts, most of which would be turned down at some point along the decision chain. Below is a sample of the more than 20 concepts that did not move forward.
Final Design
With just two months to spare, a concept was chosen by leadership with final approval by the CMO of JPMorganChase. The design system seen here leverages a combination of gradients, patterns and a bold, heavy font type.
All components of the new system along with best practices was adapted to a playbook that I authored for all parties (vendors, marketing, web, apparel) to use for consistent branding across all 16 events.
