J.P. MORGAN CHASE
Making bank-speak bespoke.
Banks sometimes talk like they’re at a party for financial insiders and their lawyers. It can sound like a big load of double-talk interrupted by asterisks, and that doesn’t inspire confidence.
I helped Chase slip out of the bank-speak and into a strong new voice. Simple and transparent. Human and helpful. Likable and consistent -- across all banking products, and all tactics from emails, landing pages, and digital ads to direct mail, collateral, even trade shows.
*As part of this transformation, I created 8 to 10 unique language options for each of the institution’s consumer products and services — a document that rivaled the Dead Sea Scrolls. After testing, the selected versions were implemented nationwide.
The Chase universe encompasses all affluence levels, including ultra-high net worth individuals. This acquisition piece for Chase Private Bank shows how our new voice connects with a more upscale audience — in this case, affluent millennials who thought Private Banking too stuffy, too old fashioned, too far in their future to consider.
