CASE STUDY

Developed the design logic and visual framework for an Alternative Investments campaign, simplifying complex financial information for investors.

Client: JPMorgan (JPM)
Where: Oh Hi, Hello
What: Alternatives (Investment) Outlook Campaign
Audience: Investors
My Role: Design Direction

GOAL

The overall goal is to differentiate JPM in Alternative Investments and drive the firm to be viewed as a leader in the space.

CHALLENGE

With the uncertainty of the current investment climate, coupled with a plethora of competing outlooks, it’s easy to get lost in the shuffle.

  • Investors are drowning in outlook reports

  • Policy changes are causing chaos

  • Investors have limited time for research

  • Provide answers and restore confidence

Strategy: John McHale & Ingrid Ducmanis

SOLUTION

Given JPM’s broad expertise, let’s leverage that knowledge base for a competitive edge.

Full Team: John McHale, Ingrid Ducmanis, Pernilla Petersen, Rony Cinco

CONCEPT

“Peak Perspective”

Every Angle.
One point of view.

LOGO EXPLORATION

VISUAL EXPLORATION

SELECTED VISUAL CONCEPT

A repeating chevron pattern, resembling an interlocking “fabric,” was designed. Each element included the brand’s signature “portfolio-green” and was oriented to point right, symbolizing forward progress.

The line,“Every angle. One point of view.” is paid off with the chevrons positioned at various angles, while the single green shape speaks to a focused viewpoint.

DDf2.png

Key Animation

Motion: Dave Graw for Aninterval