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J.P.Morgan

Branding A
World Leader In Finance

Creating A Comprehensive Brand Identity

J.P. Morgan Asset Management is the world‚s largest institutional business. A review of its marketing activities globally revealed that while all communications were professional, a comprehensive brand identity had not been established.

After auditing marketing materials from multiple global businesses, Deardorff created standards, guidelines and templates for more than 40 different content types, ultimately culminating in the development of a unifying J.P. Morgan Brand Guide. Today, J.P. Morgan has a consistent image everywhere in the world for logo usage, color palette, design standards, photographic styling, brand voice and more.

J.P. Morgan ETFs: Launching A New Business Line

When J.P. Morgan Asset Management determined it was time to enter the exchange-traded fund (ETF) business, the firm turned to Deardorff for help in developing a successful launch strategy. Since then, we have continued to partner with them on this fast-moving, technical industry.

With a deep understanding of the complex financial markets J.P. Morgan serves, we have provided strategy, messaging and design services across wide-ranging audiences and needs. We have created materials that demonstrate the firm’s differentiators in ETFs, while consistently aligning with J.P. Morgan brand guidelines. Because many investors still lack knowledge about ETFs, Deardorff ensures that all materials simplify and clarify technical concepts to support financial advisors’ and investors’ needs.

Tradeshow booth video describing the need for ETFs during volatile times (no audio)

J.P. Morgan Global Liquidity:
Partnering With A Leader

For more than a decade, Deardorff has partnered with J.P. Morgan Global Liquidity to maintain its leadership role in liquidity investment management. We work within brand guidelines to create materials that differentiate the business within the global cash space, developing strategic marketing communications initiatives across multiple channels.

Recent initiatives have included preparing the findings from the firms’ flagship annual survey of treasurers, J.P. Morgan Global Liquidity Investment PeerviewSM, into a comprehensive 36-page report, a simplified and engaging “visual narrative” and a presentation deck. We have also recently concepted new photography to expand the Global Liquidity library.

New York's 529 Advisor-Guided College Savings Program: Even Brilliance Needs A Thoughtful Plan

As the fund manager for New York's 529 Advisor-Guided College Savings Program, J.P. Morgan enlisted Deardorff to devise a distinctive brand to compete within this crowded space. After auditing the competitive landscape and interviewing financial professionals, Deardorff recommended differentiating the program from all others as an “Advisor-Guided” college savings program.

We created the brand identity and core go-to-market expressions, which included a robust online experience, custom photography, brand guidelines and templates to ensure brand consistency. Deardorff framed the messaging with the inspirational external taglines "Even brilliance needs a thoughtful plan" to distinguish the New York program, and "Inherit the thinking of J.P. Morgan" to distinguish the firm.