HSBC PRIVATE BANK
HSBC PRIVATE BANK BRAND RESET
Although they know their own, very particular business inside out, Ultra High Net Worth Individuals need guidance in diversifying their portfolios, and tackling other aspects of their life and business affairs. We came up with the proposition "Illuminating The World Outside Your World" to communicate how HSBC Private Banking answer this need through guidance, support, and one to one relationship management.
We used light and texture to bring dimension to the existing brand slate grey colour, using it to add tonal variations to the palette cue subtlety and discretion - something very dear to the audience.
Most things private banking are done on a one-to-one level. Broadcast comms are not the norm with this audience. We created a series of Welcome Packs, gifts and printed materials used to invite a curated list of guests to seminars specific to the potentials clients needs, all created using sustainable materials in a designed fashion. Invites and staging concepts were generated around the theme of light and illumination. Guest speakers used the theme of illumination from unexpected places as a jumping off point for their talks and insight.
We commissioned artists Christopher Anderson and Sophie Ebrard to create a body of work that could elevate HSBC Private Banking collateral beyond hackneyed communicative photography into the world of art. Responding to the theme of 'illumination' across the touch points the brand could service - family, industry, sustainable investments and wealth management made for a series of intriguing, esoteric images that gained recognition and awards from he AOP.
Advertising is focussed. Targeted in the right channels at the right time. True to the idea of illumination, writing is in sharp focus, tackling client issues in a head on yet intelligently witty way.
Brochure wear and literature could flex from case bound evergreen publishing to more broad introductory pieces, always with sustainable but high end print finishing.
PRIVATE BANK, MR. PORTER & NET-A-PORTER BRAND PARTNERSHIP
The problem: Many UHNWI's are still unaware of HSBC's Private Banking offering, and the services and insight it can provide. How can we target this very niche and difficult to reach audience, and demonstrate the value HSBC Private Banking can bring?
The Idea: SURVIVAL SKILLS FOR THE SUCCESSFUL.
HSBC Wealth's content series, created with Mr. PORTER and NET-A-PORTER, offers practical financial advice for SIGNIFICANCE SEEKERS delivered through their lifestyle interests.
Many global, artisanal luxury brands still have a connection to their founders - UHNWI's themselves who have already dealt with many of the same challenges our audience faces.
We utilised the Porter group's large network of content creators and brand collaborators to work with HSBC's Private Banking experts to create articles and videos that reflect our audience beliefs and aspirations.
Backing up the interest pieces were are a series of 'how to' videos and articles. The series delivers on top wealth questions, breaking banking tradition with stylish and informative content. It features thought leaders from HSBC Wealth, raising their profile in turn.
The Porter website tool tracks customer behaviour and engagement to suggest relevant items. Utilising this tool, we could directly target our customers and enhance content by aligning luxury product with financial themes, making it more desirable and unique.