While at Droga5 I spearheaded the platform strategy and developed the concept and design system for a this new division of JPMorgan. It was a new territory for JPM that focused on startups and innovation and launched in 2022.
The arrow motive is a metaphor for forward momentum and innovation. The circle represents a seed. Growth is visually represented through scale and the way in which the arrow motif is being used. The system is intentional and can change while maintaining integrity.
CLIENT : J. P. MORGAN
PROJECT TYPE : BRANDING, CAMPAIGN, STRATEGY