Direct to Consumer
Case Study

CHALLENGE

Create distinctive branding that positions the Private Bank as its own entity yet remains congruent with the larger brand identity.  

SOLUTION

Design and copy that demonstrate a clear connection with the larger J.P. Morgan brand and its benefits while addressing Private Bank clients in an elevated, focused way about their wealth and the needs and goals it presents.

RESULTS

Consistent branding that reinforces the immediacy of the clients’ relationship with the Private Bank and strengthens the connection to the firm across all touchpoints. While it is difficult to directly attribute results in this case, Private Bank assets under management rose 16% in the year after this brand positioning was launched.