Revolutionizing Finance: Digital Transformation Meets the Future of Work
Services
Creative Strategy
Concept & Execution
User Research / Testing
Content Strategy
Campaign Strategy
Campaign Design
Copywriting
Design
For over 225 years, JPMorganChase has set the global standard in the financial services world. As part of a 7+ year digital and marketing partnership, JPMorganChase collaborated with Code and Theory to reposition its brand and attract talent and customers across every strategic audience touchpoint.
In 2024, we launched JPMorganChase's new “Future of Work” campaign alongside a completely transformed marketing website, jpmorganchase.com. Both launches represent significant steps forward in JPMorganChase’s ambition to bolster its reputation as the most respected financial services firm in the world.
Key Takeaways
- Created a a full-funnel marketing program highlighting why JPMorganChase is a distinctly special place to attract elite talent and break through the clutter of competitors.
- Developed a versatile campaign toolkit for seamless global asset production and a holistic measurement approach to ensure program success and scalability.
- Launched the all-new jpmorganchase.com, aligning audiences’ needs, impactful marketing objectives, and brand storytelling — all in one.
Defining "The Future of Work" Campaign
The “Future of Work” highlights all of the ways that JPMorganChase invests in and supports its talent to provide a workplace of belonging, opportunity and impact. The message is simple, yet powerful: when you invest in people’s potential, you not only create a great place to work, but a place that can make dreams possible.
Amplifying Brand Stories to Target Top Talent
The campaign targets a wide range of individuals spanning those in their early careers to those trailblazing new paths within JPMorganChase. All stories used in this body of work are based on true employee stories that weave in themes from JPMorganChase pillars of opportunity, impact, and belonging.
The campaign features a series of original films, gallery ads, as well as robust recruiter resources and collateral (from signage and flyers to key talking points and more) now live across Social and Display.
An Elevated Brand Matched by a Premium Experience
The all-new Jpmorganchase.com elevates the brand through a digital presence that reflects its 225-year history of quality and innovation for its customers.
The transformed site is a more dynamic, cohesive brand experience, unifying the company’s story and wide-ranging influence with its array of products and services for its multitude of global audiences. The reimagined web experience embodies a modernized, elegant and flexible brand system. It was custom built to enable JPMorganChase to scale, to launch new pages and create content with speed, and critically, to bring its purpose to life for its many millions of customers they serve (more than 80M+).
Accelerating Growth Through Creativity and Technology
Key website changes aimed at improving user experience and engagement include:
Simplified Navigation and Site Architecture: The redesigned JPMorganChase.com features a streamlined navigation system, making it easier and faster for users to seek and discover content.
Accessible at Every Touchpoint: JPMorganChase’s team paid special attention to accessibility throughout design and development. Today the experience meets WCAG AA standards.
Tailored Storytelling: The site now offers thoughtfully curated storytelling, allowing users — from opinion leaders, career seekers, investors, press and other audiences — to engage with content that is most relevant to them.
A New Customer-Centric Design: The new design approach brings JPMorganChase’s more than two centuries of rich history and impact-driven culture to life through bold and inviting visual elements.
A Resource-Rich Careers Experience: The all-new Careers page is a robust content hub navigating recruits through everything from investing in strategic skills training and workforce initiatives to student and graduate programs and employee perks.
Both the campaign and website projects stem from the same overarching goal: to effectively amplify JPMorganChase’s brand purpose — "Make Dreams Possible for Everyone, Everywhere, Every Day”. These two projects were part of a year-long collaboration between JPMorganChase and Code and Theory, and a larger, seven-year digital and marketing partnership.
