Evolved a globally
recognized corporate
running series.
JPMorganChase Corporate Challenge — Rebrand & Design System
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Led the rebrand and visual identity system for the JPMorganChase Corporate Challenge, creating a scalable design framework across event, digital, and environmental touchpoints.
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Modernize the legacy visual identity of a globally recognized corporate race series while preserving the equity, energy, and familiarity participants associated with the event.
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I led the creative reimagining of the JPMorganChase Corporate Challenge by developing a scalable brand system that unified every touchpoint of the event experience—from digital communications and environmental graphics to on-site activations across global markets. At the heart of the refreshed identity was a focus on movement, camaraderie, and meaningful employee connection, creating a more dynamic and recognizable experience that celebrated the culture and energy of the event. With the added challenge of it being the 50th year running of the Series, the story had to be woven in such a way to balance a fresh rebrand and a major milestone for the event as a whole.
To ensure the vision was executed consistently worldwide, I led the rollout and education of the new brand system, partnering with creative teams across 16 markets to align global execution, strengthen collaboration between internal and external partners, and establish a cohesive visual language that could scale while allowing each market to authentically reflect its local community.
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Created a more cohesive and contemporary brand experience that elevated participant engagement and established a flexible foundation for future event expansion and storytelling.
Directed creative development for a global experiential platform reaching 230K+ annual participants.
Trusted design partner to JPMorgan Chase Brand and Sports & Entertainment Marketing leadership.
Influenced global brand governance, experience standards, and scalable implementation frameworks across 16 international markets.
Balanced stakeholder objectives, operational realities, and participant experience to deliver cohesive global brand expression.
Established systems and standards supporting the Corporate Challenge's 50th anniversary brand evolution.
Developed the creative narrative, storyboard, and motion design for an educational video celebrating the 50-year legacy of the JPMorganChase Corporate Challenge. Created in partnership with the Employee Experience and Sports & Entertainment teams, the piece serves as the centerpiece of an activation at JPMorganChase's global headquarters (270 Park Avenue, New York), immersing employees in the history, global reach, and lasting impact of the Corporate Challenge Series. The surrounding activation, shown below, was designed to further engage employees and bring the anniversary celebration to life.
