J.P. Morgan Payments Creative Expression

J.P. Morgan Payments is always guided by its clients' needs so that was the place to begin. Our journey started with a robust strategic survey that unearthed some fascinating insights. Our research showed that Payments clients value two attributes in a partner, above all others: Trust and Innovation. As we began to unpack these, we discovered a perceived tension between them that we were determined to resolve.

J.P. Morgan has a natural advantage when it comes to Trust due to the depth of their generational commitments and their storied legacy and heritage. Trust is a complex and layered term — inherent within is expertise, security, stability, and reliability as there would be no trust without it. This entrenched equity sets J.P. Morgan apart in an industry where credibility is paramount.

Words like “legacy” and “heritage” are often interpreted as being on the opposite end of the spectrum from innovation but this is a misguided perception. Since its inception, innovation has been the cornerstone of J.P. Morgan’s resilient legacy and a central theme in the J.P. Morgan story.

The Payments color palette retains the iconic J.P. Morgan brown and expands it into different shades. These familiar, earthy tones blend with clementine, topaz and blue into new gradients that add richness, sophistication, and depth and signal both our heritage and tech-forwardness.

The typography system is built around the two distinct font families in the existing J.P. Morgan design system: Amplitude, which has a geometric modernity that leans into technology, and the sophisticated serifs of Celeste. Together, they create a harmonious balance of clarity and elegance.

Our system of graphic imagery is grounded in premium textures and nuances, drawing connections to Payments tech-forwardness, trust, and heritage. They enable Payments to convey a more expansive, forward-looking narrative that effectively communicates ideas that may be challenging to express through traditional visual formats. We further support those narratives by putting them in motion.

The chosen materials are often associated with physical technology, particularly metals and glass that can take on a glow effect. These are contrasted with woods and golds that make the graphic imagery bespoke to Payments, but also convey the premiumness of their offered solutions.Their behaviors are carefully crafted, often layering, activating, emerging or revealing, depicting core payment themes of movement, innovation, and exchange.

J.P. Morgan Payments is always client first so we strived to forefront that humanity and warmth in our photography. We wanted images that felt at once modern and timeless — scenes designed to communicate metaphorical and emotive themes with a visual connective tissue. The photos we created showcase professionals at work, telling the story of trust, expertise, partnership, and global scale through authentic expressions and interactions.

Spaces and materials were carefully chosen, delving into an appreciation for the rich hues of cherry, mahogany and walnut, while balancing depth through motivated light sources that illuminate the subjects — offering both dynamism and optimism.

In the end, we created a new, modular library of photography that can be used for a variety of placements and situations.