Chase merchandising reimagined

The Challenge Chase needed to unify the customer experience across more than 4,000 branches throughout the United States — one of the most complex retail brand implementation challenges in financial services. The existing in-branch environment was inconsistent, cluttered, and failing to guide customers through their journey with clarity or confidence.

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The Thinking The opportunity wasn't to reinvent the Chase brand — it was to unlock it. Working within the established global brand architecture, I identified an underused secondary colour palette and explored how typographic weight variation could inject energy and hierarchy into any layout without breaking brand rules. The result was a flexible visual system designed to work across an enormous variety of formats, fixtures, and messages — cohesive enough to feel like one brand, adaptable enough to serve thousands of unique spaces.

My Role As Design Director and Art Director on the project, I led the design and visual direction of the entire retail identity system — from strategic framework through to execution across digital screens, signage, welcome areas, and customer-facing materials.

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The Outcome A scalable retail brand experience that reinforced Chase's market authority while transforming how customers navigate and engage at every point of interaction — across every branch in the country.