HSBC
Visual Identity System
Agency: FITCH
Context
The challenge was to Strengthen the HSBC brand equity by creating a coherent and distinctive design language for the brand that appeals to an aspiring global audience. In doing so, evolve the HSBC brand architecture from a house of brands to a branded house. The central brand idea is “HSBC Helps You Unlock the World’s Potential.” This idea is at the heart of all the propositions, and each of their identities reflect this idea through the lens of their particular target audience.
Solution
Being involved in the reshaping of such a huge brand is both daunting, but also exciting. It was an incredibly pressurised project, timewise and intellectually. Designing a connected but differentiated portfolio of 1 Masterbrand and 7 Propositions, from HSBC Advance to HSBC Global Banking and Markets, was a huge creative achievement.
