The Problem: Visually, the J.P. Morgan app icons are presented in a variety of design styles and colors, which creates inconsistencies across lines of business, and doesn't lead the user to visually understand what the app does.

 

The Goals: 1) Design a system that could be used across all lines of business, 2) that helps to digitally establish brand objectives, 3) helps the user, through visual cue's, to quickly understand what the app does, 4) create a style that would look as though it were designed by the same hand, and 5) differentiates our app from competitors.

The Solution: Architect and design a repeatable structure that has both reason and intentionality as part of its DNA.