We crafted and entirely new design language with 60+ standards matched 1-1 to 16 code libraries. This made HSBC’s brand truly digital-first and user-centric.

Bringing HSBC's brand to life for audiences and cultures across the globe required developing and imagery style that helped people see the world the way HSBC sees it—full of opportunity. 

A flexible illustration style complemented HSBC’s premium imagery, paired with a ‘living colour’ palette inspired by culture and humanity, all built from the angles of its iconic logo.

It was critical to define HSBC as a "red brand" after 160 years in operations. It also needed a complimentary and distinctive secondary palette that was digital-first and fully accessible.

A custom cut of Univers was created to provide HSBC with  a pleasing and flexible font that could work across any medium. Then it needed to support dozens of languages and character weights. 

We evolved HSBC’s brand foundations from 2D into immersive, AI-powered 3D experiences—inviting audiences to engage with the brand across generations, from millennials to the metaverse.