John Tallent III
Mission
Main Street
Brief
Big banks don't feel personal. This one needed to.
In the post-2008 landscape, consumer trust in large financial institutions was fractured. Chase's challenge wasn't product, it was perception. The bank needed a campaign that demonstrated genuine investment in the communities it served, not just the customers in them.
Mission Main Street offered a concrete answer: $3M in grants distributed to small businesses across America, with Chase positioned as the mechanism for revitalization. Our creative task was to make that genuine, not performative.
Brand Thinking
Community investment as brand positioning.
We built the campaign's visual and editorial identity around the texture of real American small businesses, no stock photography, no staged storefronts. The design system drew from editorial and documentary traditions, lending the campaign authenticity it couldn't have manufactured.
The web experience was structured to serve applicants first and brand storytelling second, a deliberate strategic choice that reinforced Chase's positioning as a utility for business owners, not a brand seeking celebration.
Chase - Mission Main Street
Mission Main Street was created to give 10k grants to small businesses to rebuild the "Main Streets" of America.
Chase Private Client
Design work for Chase Private Client a premier wealth management product
