Brand Activation: J.P. Morgan Financial Center Launch

In 2023, First Republic Bank was acquired by JPMorganChase. One of the first priorities was moving its more affluent clients to J.P. Morgan. As a result, the J.P. Morgan Private Client line of business was created with several of the former First Republic branches to be converted to J.P. Morgan Financial Centers.

The remaining members of the former First Republic brand team (myself included) were tasked with the development of the new Private Client brand. Over a period of 12 months, we concepted and built a visual identity which was integrated into the design of the new Financial Centers.

My team and I were involved with the initial exploration (concepts, mood boards, mockups). For execution, our focus was digital signage, print, pitch decks, merchandise, illustrative textures and email templates.

The first two Financial Centers launched Sept 2024 in New York and San Francisco. Over the next 2 years, 30 additional Financial Centers will open across the U.S. serving J.P. Morgan’s more affluent clients.