Creative Director & Designer
How do you set yourself apart in a crowded field? How can you grow brand awareness when there was very little to begin with? Start with differentiating yourself with a new brand promise. With this in mind, I helped create Let's Solve It, the new brand promise for J.P. Morgan Asset Management, which promotes the firm's ability to provide insights, expertise and investment solutions to help advisors and their clients build stronger portfolios.
With our new brand promise created, my next objective was to find a way to communicate our promise through design, while finding a unique visual language which would help grow our brand. I led our internal creative team to develop a global integrated marketing communications platform, which spanned print, digital, video and experiential. Leveraging a number of key partnerships and media channels, including the Wall Street Journal, CNBC and LinkedIn, we launched the first campaign of this magnitude for our business, putting into action how we "solve it" by providing solutions and tools to help build stronger portfolios.
The first push included highlighting the "Seven Principles of Long-Term Investing" by leveraging social media and digital advertising and video to provide repeatable and shareable content.
Creative Director & Designer
J.P. Morgan Asset Management is a global wealth and investment management organization with about $1.4T assets under management.
As a newly positioned unified global organization, the Global Investment Management business needed to bring that unified positioning to its visual identity. Looking at the identity systems used by all regions and working with stakeholders in each region, I led the creation of a singular system (which included guidelines for a new color palette, photography, iconography, typography and logotype) accompanied not only by a brand manual, but working papers, sub-guidelines, extensive templates and libraries of assets and tools. This system covered multiple platforms, including video, digital and experiential.
Creative Director
This web-based product delivers on J.P. Morgan’s brand promise of being the ultimate portfolio solutions partner. It is a user-friendly tool that allows for clients to not only analyze their portfolio, but also stress test different scenarios.
As the creative director on the founding working group, I focused on the branded integration of the experience, ideating on various methods of live client interaction and interface components.
Creative Director & Designer & Educator
J.P. Morgan Asset Management is a global wealth and investment management organization with about $1.4T assets under management.
With a new visual identity system and a global marketing organization located in different regions, an extensive and strategic roll-out plan was needed to ensure global implementation. Leveraging the new identity system, I created and led an interactive workshop which we took to each region to educate each group in marketing, including events, digital and creative services. The workshop included reviewing the significance and meaning of a brand, the reason for and value of an identity system and the guidelines of our own new system. A helpdesk was created to provide additional assistance to different regions around the globe, giving access to all marketers to experts and guidance within a short time frame.
Creative Director & Designer
Journey Magazine is a unique publication for the J.P. Morgan Asset Management business, which primarily has a B2B client focus. Using retirement as it's core focus, it was one of the few marketing initiatives which not only targeted our advisor audience, but end-clients as well. As Creative Director and lead designer, I developed the overall look and feel which leveraged multiple platforms. The end product was a printed piece and an app.
Creative Director
Partnering with Moment, a UX agency, we redesigned the hardest working pages on J.P. Morgan Asset Management’s website, the product detail pages, while leveraging insights from the research and analytics to better meet the needs and priorities of the user. One of the other challenges to solve for was that the largest drivers of traffic to these pages, along with search on the homepage, was programmatic advertising. Because of this, we wanted to solve for a scalable application of the new branding elements to allow for a consistent branding experience for the user.
Creative Director/Designer
Working within parameters of the on-site partners, my goal is always to integrate relevant themes, but also to deliver the overall experience of the brand in visual and voice. Finding opportunities to strategically place these moments, including charging stations with video content to dramatic poster placements to engaging and captivating videos, while also aiming to create a special experience, is always my primary objective in how everything comes to life.
Creative Director
J.P. Morgan Asset Management is a global wealth and investment management organization with about $1.4T assets under management.
I worked with the brand team to develop a re-focused award-winning social media strategy in order to leverage a platform that allowed for access to a greater network of financial advisors beyond our current reach. Taking institutionalized and data-heavy content, I worked with my team to create a new visual approach to help deliver a simplified takeaway, aimed to equip advisors with tools and usable content to empower better decisions.
Creative Director & Designer
J.P. Morgan Asset Management is a global wealth and investment management organization with about $1.4T assets under management.
With a new value proposition for the entire organization, it was vital for a consistent corporate story to be created for global use. To meet the needs of the business, guidelines were created for marketing and sales to provide direction on how to use the story, and the story was brought to life visually on a number of platforms, including rich media, the website, Powerpoint and sales aids.
Designer
A long-standing icon for interior design and architecture, Architectural Digest is the brand which consistently provides readers with insight into leading architects and interior designers.
At the publication, I designed layouts for the monthly publication, led the design of special issues and assisted in the management of all production, art retouching and pre-press.
Art Director & Designer
UCLA Magazine is tool for the UCLA Marketing and Communications department, which is the primary channel of the university for external outreach, including alumni, potential students, government officials and donors.
Working with the editorial team to ideate on content, I commissioned various illustrators and photographers to create designs which brought our stories to life.
Creative Director & Art Director
UCLA Community School, located on the site of the historic Ambassador Hotel, is a partnership between UCLA and the Los Angeles Unified School district, resulting in a unique, innovative and visionary K-12 education, where each class is taught in either Spanish or Korean.
Working with school leadership to help understand its beliefs and values, I developed a brand identity that would fit and meet the needs of its broad student body and maintain its visual connection to UCLA. The logo was directly inspired by an iconic tower from the Ambassador Hotel in Los Angeles, the location of the school, that was refurbished and is featured prominently on the campus.
