HSBC

2018 saw a period of transition for The HSBC Group in terms of brand, advertising and media strategy.

We were briefed to create a suite of documents, including the 2018 Global Media Review book, to be presented to media agencies participating in an open pitch process. Implementing a suite of newly refined brand assets, the book’s releases was timed to coincide with the wider roll-out of the brand across all global platforms.

Initial creative

Working with the new brand palette we established the initial creative direction, which included creating a typographic name lock-up and the careful selection of imagery and assets.

Mapping out the content

After establishing the initial creative, we set about mapping out the content for the book in a clear and intuitive manner, that would allow readers to easily follow the process and their key deliverables.

Result

The finished book featured one of HSBC’s new hero brand images, with their iconic Hexagon mark highlighted with a UV varnish finish. We also created an online resource platform for use by participating agencies and a suite of items for the day of the pitch, including branded tote bags.