J.P. Morgan has a lot of value that they can provide businesses of all sizes, but they had a gap in service between start to scaling. And they aren’t known for that phase of business.
For the earlier stage of businesses, connections are absolutely essential. J.P. Morgan’s network, due to his historical foundation, could be the centerpiece of its value add to this new customer base.
We developed a fully operational brand strategy that would allow Capital Connect to operate as a sub-brand. We introduced connections as the key brand asset.
We launched the new brand identity and language via a national campaign, with digital, OOH, TV, and events.
Our campaign told the story of Capital Connect in an immersive, vibrant fashion, with ad placements in key transit areas in SF and New York.