The merger of two venerable banking institutions, JPMorgan and Chase, created a need for a new identity across the global firm. A highly focused brand positioning for the Chase retail business, the JPMorgan investment banking and private banking businesses, as well as for the holding company, JPMorgan Chase, was called for. DMD developed standards and guidelines for consistent and recognizable logos, advertising, websites, marketing brochures, newsletters, presentations, sponsorships, stationary, and signage. These standards created a quality image and consistency across the brands worldwide while the guideline templates provided significant cost (and time) savings.