Digital & Platform Services Brand Identity

Digital & Platform Services is part of J.P. Morgan’s operational and technology backbone, supporting investment services, innovation, and client platforms. The team needed a clear internal identity to unify messaging across digital channels, internal communications, and executive presentations.

As a Visual Designer, I worked with the design lead and team to develop the identity. The system needed to feel credible at enterprise scale and still flex across different touchpoints.

I helped define typography, colour, iconography, and layout systems, then created brand guidelines for consistent use across teams. I designed assets and templates for presentations, microsites, and internal campaigns.

Stakeholder reviews kept the visual direction aligned with business goals, while the template library made the system easier to reuse.

The identity made Digital & Platform Services easier to recognise across the firm. The visual system streamlined design work and became a reference for future DPS initiatives.