Digital & Platform Services Brand Identity

Digital & Platform Services (DPS) is the operational and technology backbone of J.P. Morgan, supporting the firm's investment services, innovation, and client platforms. As part of an internal initiative, the team needed a clear and cohesive brand identity to unify its messaging across digital channels, internal communications, and executive presentations.

As a Visual Designer, I collaborated with a team of designers and the design lead to develop the DPS brand identity. Our goal was to create a visual system that reflected the sophistication and scale of the platform while remaining adaptable across multiple touchpoints.

I helped define the visual language by establishing typography, colour, iconography, and layout systems, and created a comprehensive brand guideline for consistent use across teams. I designed visual assets and templates for presentations, microsites, and internal campaigns, ensuring accessibility and clarity throughout.

By collaborating closely with stakeholders, I aligned the visual direction with business goals and delivered scalable assets reusable across design, marketing, and communications.

The new brand identity elevated the visibility of Digital & Platform Services across the firm, improving engagement with internal teams and enhancing the professionalism of external-facing communications. The visual system streamlined design workflows and became a reference for future DPS initiatives.