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JPMorgan Chase

J.P. Morgan Private Bank

in Northern California

Copywriter

Challenge: Regardless of where they're originally from, the Bay Area's high net worth population prefers to do business with local banks like Wells Fargo and First Republic. So how does a New York bank—indeed, a New York institution—get in on the action?

Solution: First, abandon New York financial jargon and introduce JPM's services with language more attuned to the West Coast. Second, leverage JPM's connections to San Francisco (via its acquisition of Washington Mutual) to demonstrate a longstanding stake in the Bay Area.

Result: A fully realized site that embraces the market it wants to do business with, while avoiding cliché imagery and anything more than sparing references to JPM's New York roots.

© 2021 Phillip McCarthy