JP Morgan Chase
JP Morgan Chase
Overview
- Email design
- Internal presentations
- ATM design
- At-home mailers
- Digital design
What We Did
The Outcome
The Challenge
J.P. Morgan Chase serves millions of clients across banking, investment, and wealth management. The brand surface is massive: email campaigns, web banners, ATM interfaces, print collateral. Every one of those surfaces meets a customer at a moment of financial attention.
The brand and design system was crafted by a team of creative directors. The real test was execution at scale, making sure every individual surface honored that system without dilution. Most institutions lose brand coherence at the edges: the email that does not match the website, the ATM screen that feels generic, the mailer that could belong to any bank. We came on as art director, running a direct team of three under the creative director, to make sure none of that happened.
Working inside Chase’s brand system
Therum supported visual design and direction: email design, internal presentation designs, ATM design, print design for at-home mailers, and digital design.
Two moves carried the work. A modular email system, designed so every campaign variation, every regional send, every product push still felt unmistakably Chase. Consistency at volume, without flattening the creative into lifeless templates. And a custom icon and graphic library built to communicate complex financial concepts (rates, terms, programs, eligibility) clearly and engagingly, inside a visual tone that holds for a major bank.
Execution at scale, without dilution
Direct mail, Aston Martin × Chase · trifold mailer
Every visual component was held to J.P. Morgan Chase's brand and design systems.
designers we led · art director under the CD
surfaces · email, web, ATM, print
modular email system · backbone of Chase campaign output
campaign emails · one modular kit, every variation on-brand
Email, internal presentation, ATM, print and digital design
We did the email design, internal presentation designs, ATM design, print design for at-home mailers, and digital design. The email work shipped as templates rather than one offs. Alongside them sits the custom icon and graphic library for rates, terms, programs and eligibility. And for Aston Martin x Chase, print: the 90-day direct mail and the 180-day postcard.
A cleaner, more cohesive experience across every channel
The modular email system shipped to production and became the backbone of Chase's campaign output, personalized, visually consistent communication at the scale a global bank demands. The icon library gave product and marketing teams a shared visual vocabulary for concepts that previously required dense copy to explain.
The refreshed visual language delivered a cleaner, more cohesive experience for customers.
Evolution over reinvention
This project reflected Therum’s approach to evolution over reinvention. By refining what already works and aligning design systems around user trust, we created impact without disrupting legacy, showing that progress can feel both familiar and new.