J.P. MORGAN

Art director, Senior designer/creative and animator for campaigns and brand initiatives within Asset Management.

INSIGHTS NOW PODCAST | Branding

Challenge: Create logo for new podcast series hosted by Head of Strategy, Dr. David Kelly. It will be promoted over paid and organic media, and the topics will vary.

Solution: I quickly learned the need was greater than just a logo. They needed a branding exercise to help guide both content creation and visuals. After interviewing stakeholders and crafting a positioning statement, I led the creative team to iterate on the central theme (‘finding the signal through the noise’). The winning visual concept: a pattern made of dissected portfolio ring segments (credit: Fabian Alvarez) with highlighted portions (the signal). With applications across on-site and social (credit: Val Caro).

Creative Direction
Design: Val Caro, Design, Animation: Fabian Alvarez

SMART RETIREMENT® FUND | CAMPAIGN 2019–2021

Challenge: SmartRetirement® target date funds guarantee long-term results, but they aren’t as attractive during stock market booms when high risk funds provide short-term gains. It’s the fable of the tortoise and the hare: slow and steady wins the race, and J.P. Morgan’s superior research and long-term approach consistently delivers the best results.

Solution: Led creative campaign initiative highlighting J.P. Morgan’s knowledge of the facts (vs being swayed by short-term emotion). Conceptualization, copy development, design and art direction. Defined Contributions team praised campaign for aligning internal/external messaging to aid Sales team (first time). Campaign concept and language used for two years in a row.
Creative Direction, Art Direction, Design
Design: Val Caro, Design: Fabian Alvarez, Design: Adrienne Assaff

INSIDE ETFS | EVENT

Challenge: Position J.P. Morgan’s ETFs as strong, long-term performance-oriented investments resistant to market volatility and that deliver results. Create assets to capture audience attention at differing touch points from airport to hotel room for Inside ETFs event.

Solution: Create high contrast visuals to position company as both calculated/conservative and contemporary. Use metallic textures for booth design to match metallic card printer activation at booth. Create dynamic animations and printed materials distributed at surrounding airports and hotel to help push messaging.
Art Direction, Design
Art Direction, Design: Val Caro, Animation: Fabian Alvarez

Let’s Talk ETFS | Video

Challenge: J.P. Morgan was a latecomer to offering ETF solutions (iShares at Blackrock being the leader). Targeting financial advisors in the funds and institutional space, position J.P. Morgan as a trusted thought leader within ETFs without selling specific solutions.

Solution: Partner with Barron’s and their internal agency to create a web video series featuring Barron’s interviewer and knowledgeable JPM employees. Use behind-the-scenes look/feel to help set informal (less stale/corporate) and elevated tone.
Art Direction
Art Direction: Val Caro, Video Production: The Trust