Chase needed to evolve from from a cluttered house of brands to a branded house. We established four tonal principles that defined and elevated the brand’s vision—Chase is a confident, clear, intentional, and progressive financial institution.

We then developed a design “Masterbrand” that outlined how these core principles translated into graphic, spatial, interactive, industrial, and tonal treatments across every channel. In every touchpoint we strengthened the equity of the Chase octagon and Chase Blue. We introduced vibrant illustrations and photography that set Chase apart in a stale category. The result is a design system that is confidently optimistic, modern, and ownable to Chase.