Refreshing a giant brand like Chase is no easy endeavor. This project took years. As Group Design Director, I worked with a talented team, and together we gradually and thoughtfully overhauled every facet of the Chase brand’s design architecture, including CPC, Sapphire, Small Business, and Freedom. We also developed a new digital product, Chase Pay. Everything was streamlined and improved upon: templates, color palettes, tone of voice, typography, animation, and video. The effort culminated in a complete brand DNA revamp, encompassing all divisions of Chase Bank. It is gratifying to effect real design changes on such a large scale.