HSBC Brand Hero Film - 2023
HSBC Brand Refresh
Inviting the world to see nviting global brand
A central goal of HSBC’s global brand refresh was to bring its purpose “Opening Up a World of Opportunity” to life. Through a cinematic style and bold creative direction, the brand was reimagined to feel open, connected, and full of possibility. HSBC’s distinctive brand elements were clearly defined and celebrated as hallmarks in every piece of creative produced globally.
HSBC Design Culture
Open Creativity
Running a portfolio of global brands, connected from apps to airports, required a culture that was equally connected. My approach was to create an open design culture inspired by HSBC’s purpose and promise, with creativity and collaboration as a global operating principle rather than a process. It was how the best ideas were crafted, curated, and brought to life by a worldwide community.
HSBC Innovation Banking
Integrating Silicon Valley Bank
Led the integration, positioning, and brand development of Silicon Valley Bank into HSBC Innovation Banking—delivering a bold new identity for one of financial services’ most iconic brands. In just 100 days, we redefined its global presence, aligned with HSBC’s vision, and launched a brand built to empower the world’s most innovative businesses.
HSBC Global Money
Borderless by Design
Designed a seamless digital experience for HSBC Global Money—enabling customers to hold, send, and spend money across borders with ease. The creative approach focused on clarity, trust, and simplicity, using a clean design system and intuitive UX to bring the brand’s global promise to life in every interaction.
HSBC UK
We Are Not An Island
This multi-award-winning campaign showed how HSBC connects people to opportunity across borders and cultures. With cinematic storytelling and bold creative expression, the work celebrated the bank’s role as a global connector—bringing to life a brand that is open, human, and built on possibility.
HSBC Digital Accessibility
Defy The Norm
This piece brings my design philosophy to life—accessibility is not an add-on, it’s foundational. The video highlights the often-invisible barriers faced by millions, showing that by recognising and addressing them, we can design a more inclusive, seamless world where everyone can participate fully.
PayMe by HSBC
A Social Way to Pay
Brought to life HSBC’s flagship peer-to-peer payment app, PayMe, with a bold, youth-focused brand identity and campaign. Designed for Hong Kong’s digital-first audience, the creative connected everyday social moments with seamless mobile payments—turning “who owes what” into a playful, intuitive experience.
HSBC UK
Home To So Much More
The “Home to So Much More” campaign redefined HSBC as more than a bank, positioning it as a connector of people and opportunity. With bold creative and cinematic storytelling, the work captured a sense of belonging and possibility, making the brand feel open, human, and globally connected.