2021 Brand Refresh
In 2021, the Sapphire team embarked on a refresh of the brand look and feel. A new serif typeface and color palette were introduced along with a modular “Polaroid”-esq layout system. The updated visual identity was a fresher, brighter and more elevated version of Sapphire Reserve and Preferred.
The system, inspired by the artwork of artist Josef Albers, incorporated his signature borders and color blocking to frame photography in marketing placements. The brand refresh was launched with our “Making the most of every moment” campaign later that year.
2024 Brand Refresh
In 2024, Sapphire Reserve underwent a brand refresh that sought to elevate the look and feel to a more luxurious standard. The use of muted tones and subtle color accents along with a softer photography approach gave the brand a more editorial fashion feel that connected with cardmembers and their aspirational lifestyle goals.
Click to download an interactive PDF of JPMorgan Chase Sapphire Portfolio Work