JPMorgan Chase

J.P. Morgan Private Bank in Northern California

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?

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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 the dried-up husk of Washington Mutual) to demonstrate a longstanding stake in the Bay Area.

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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 extensive New York roots.