Overview

As a core member of the marketing team behind J.P. Morgan’s blockchain platform, I played a key role in shaping and executing of the global rebrand from Onyx to Kinexys. This initiative repositioned one of the world’s largest financial institutions for the next era of digital banking.

Background / Challenge

By 2024, J.P. Morgan had spent nearly a decade advancing blockchain technology from pilot projects to a fully operational, institution-grade network. The rebrand was essential to signal this evolution and readiness for widespread commercial adoption.

The primary challenge was to shift perceptions of blockchain from an experimental technology to a commercially viable, value-driving solution. Overcoming entrenched skepticism about blockchain’s role beyond crypto and pilots was critical.

Approach

Brand Strategy & Narrative: Helped shape and refine Kinexys’ value proposition and market positioning as part of the rebrand.
Cross-functional Collaboration: Partnered with internal marketing teams and external agencies to ensure consistent messaging and coordinated global rollout.
Creative & Content Production: Led production of product-specific videos across product lines, including Kinexys Digital Assets, Kinexys Digital Payments, Kinexys Liink, and Kinexys Labs.
Execution & Logistics: Owned on-the-ground execution of the rebrand, managing vendors, logistics, and live activations to deliver a seamless launch.
Events & Experiences: Directed booth experience and coordinated executive speaking engagements at Singapore FinTech Festival.

Impact / Results

Brand Positioning: Established a future-forward brand identity reinforcing J.P. Morgan’s leadership in blockchain-enabled financial infrastructure.
Institutional Momentum: Drove a measurable post-launch increase in institutional interest and product engagement.

Disclaimer:
This case study is for portfolio purposes only and reflects my personal experience based on publicly available information. It does not disclose confidential or proprietary information. Views expressed are my own and do not represent J.P. Morgan, JPMorgan Chase & Co., or their affiliates. All trademarks and product names remain the property of their respective owners.