Industry: Finance, Education, Community Engagement
Challenge
Create a campaign that authentically connects JPMorgan Chase to HBCU students and alumni, celebrating heritage while promoting financial empowerment and brand trust.
Solution
Led creative direction for the campaign identity and execution, including:
Developing a bold, youthful visual system that resonated with HBCU culture.
Creating event branding and content design to activate on campuses and digital platforms.
Integrating Chase’s brand presence seamlessly with grassroots cultural moments.
Impact
The campaign elevated Chase’s visibility across HBCU communities, strengthening cultural credibility and driving engagement with students and alumni nationwide.
Solution
"Back to the Yard" is symbolic. The term "yard" often refers to the central area on HBCU campuses where students gather for social, cultural, and community events. The name evokes feelings of community, nostalgia, and tradition among HBCU alumni and students.
Concept
The Octagon Lounge
A career resource center for students inspired by the octagonal Chase emblem.
Mock Interview Station
One-on-one career coaching with Chase recruiters.
Career Development Hub
Dedicated space for one-on-one career coaching, resume reviews, and mock-interviews with Chase recruiters.
Career-Focused Design
Custom octagonal structure featuring professional headshot stations, interview prep areas, and comfortable networking spaces with Chase and University co-branding.
Interactive Gamification
Custom-designed games that created memorable moments while reinforcing Chase branding and encouraging social sharing.
More Works
(RE® — 02)
©2025
Industry: Finance, Education, Community Engagement
Challenge
Create a campaign that authentically connects JPMorgan Chase to HBCU students and alumni, celebrating heritage while promoting financial empowerment and brand trust.
Solution
Led creative direction for the campaign identity and execution, including:
Developing a bold, youthful visual system that resonated with HBCU culture.
Creating event branding and content design to activate on campuses and digital platforms.
Integrating Chase’s brand presence seamlessly with grassroots cultural moments.
Impact
The campaign elevated Chase’s visibility across HBCU communities, strengthening cultural credibility and driving engagement with students and alumni nationwide.
Solution
"Back to the Yard" is symbolic. The term "yard" often refers to the central area on HBCU campuses where students gather for social, cultural, and community events. The name evokes feelings of community, nostalgia, and tradition among HBCU alumni and students.
Concept
The Octagon Lounge
A career resource center for students inspired by the octagonal Chase emblem.
Mock Interview Station
One-on-one career coaching with Chase recruiters.
Career Development Hub
Dedicated space for one-on-one career coaching, resume reviews, and mock-interviews with Chase recruiters.
Career-Focused Design
Custom octagonal structure featuring professional headshot stations, interview prep areas, and comfortable networking spaces with Chase and University co-branding.
Interactive Gamification
Custom-designed games that created memorable moments while reinforcing Chase branding and encouraging social sharing.
More Works
(RE® — 02)
©2025
Industry: Finance, Education, Community Engagement
Challenge
Create a campaign that authentically connects JPMorgan Chase to HBCU students and alumni, celebrating heritage while promoting financial empowerment and brand trust.
Solution
Led creative direction for the campaign identity and execution, including:
Developing a bold, youthful visual system that resonated with HBCU culture.
Creating event branding and content design to activate on campuses and digital platforms.
Integrating Chase’s brand presence seamlessly with grassroots cultural moments.
Impact
The campaign elevated Chase’s visibility across HBCU communities, strengthening cultural credibility and driving engagement with students and alumni nationwide.
Solution
"Back to the Yard" is symbolic. The term "yard" often refers to the central area on HBCU campuses where students gather for social, cultural, and community events. The name evokes feelings of community, nostalgia, and tradition among HBCU alumni and students.
Concept
The Octagon Lounge
A career resource center for students inspired by the octagonal Chase emblem.
Mock Interview Station
One-on-one career coaching with Chase recruiters.
Career Development Hub
Dedicated space for one-on-one career coaching, resume reviews, and mock-interviews with Chase recruiters.
Career-Focused Design
Custom octagonal structure featuring professional headshot stations, interview prep areas, and comfortable networking spaces with Chase and University co-branding.
Interactive Gamification
Custom-designed games that created memorable moments while reinforcing Chase branding and encouraging social sharing.
More Works
©2025