HSBC BANK REBRAND

As one of the world's largest international banks HSBC has developed a bit of an identity crisis... Across many continents, with many 'doors' - from financial product tranches to sponsorship platforms - it's brand expression had become diluted, complex and broad.

We stepped in to refocus HSBC around one unified proposition that could serve as a guiding light across all of their initiatives, and simplify the brand identity to be something bolder, distinct, yet flexible and more modern.

'Together we Thrive' speaks in a modern, inclusive way, shedding banking's distant and elitist baggage. Visually, the hexagon took on new meaning. It became a window to a thriving world - a visual storytelling device that allowed us to tell stories known and unknown about HSBC's commitment to making a richer life. Witty copy enriched the storytelling further mirroring the trompe l'oeil and graphic wit within the art works.

This simplicity not only tightened HSBC's identity, it used imagery - the global language - to further unify their global footprint in a modern instagram ready era.