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Launching Chase Bank in the UK

My role: Brand Experience Design Lead

Working with JP Morgan Chase on the launch of Chase as a digital bank in the UK. We were brought in to help define their UK brand strategy, advise on their content production strategy, optimise ways of working, and design the pre and post-launch marketing website and digital marketing templates for Chase UK.

Consumer Banking  |  B2C  |  CMS

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Outcomes

  • Since won multiple awards including ‘Best British bank’, ‘Consumers Choice’ and achieved #1 app store rating in the first year

  • Over 1 million customers in the first 12 months after launch

  • Enabled marketing team to bring ~80% of their content production in-house

  • Development and rollout of the design system for responsive web and digital marketing channels, and brand style guide for Chase UK

  • Defined content workflows that integrated design with Adobe Experience Platform

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The context

I worked as the Brand Experience Design Lead as part of the brand and marketing team, and a cross-functional development team to deliver production ready design for web, email, and social media. I helped build the strategic vision for their customer experience, understand the competitive landscape to shape their brand messaging and defined how the brand was expressed consistently across digital channels. As part of this role I also consulted on the strategy for content production and digital asset management to deliver consistently and at scale across multiple channels.

The numbers

7

Channels

1m

Customers in year 1

8

Awards

My process

What's next

This work provided the foundations required to launch an attractive proposition in the market, while having the necessary guardrails in place to scale in-line with the vision, maintaining a consistent brand image.

Increased brand value

Since working with Chase UK, their brand value has increased by 40% making it the 7th most valued Financial Services brand.

Enhanced offer

With solid foundations and guidelines for their brand and product platform in the market, Chase continue to introduce various new products and iterative improvements.

Scaled customer base

Chase have continued to grow their customer base, now with over 2 million customers. They also have plans to scale to other European regions, with Germany planned to be next.

Check out more work

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