J.P. Morgan Chase

Brought in to support the rebrand of Nutmeg into J.P. Morgan Personal Investing, I worked across content, web, and CRM teams to redefine brand principles and establish best practices. As part of the rebrand, I built 180 pages of comprehensive brand guidelines and a global Figma design system from the ground up, giving teams a single source of truth to launch and scale the new identity from. Those guidelines underpinned the announcement campaign that introduced the new identity to the world, spanning press, out-of-home, and paid media, alongside new products including digital financial planning tools and a DIY investment platform launching in 2026. The campaign launched in early November, marking the public debut of J.P. Morgan Personal Investing.