Emily Tse
Bringing a new brand proposition to life that connects the world to
growth opportunities.
Brand campaign & art direction
Role
Designer
(Part of the HSBC core design team)
Year
2025
Challenge
HSBC Asset Management (HSBC AM) needed a new brand proposition to meaningfully engage internal teams, group colleagues across different lines of business, and external customers. To increase brand consideration and stand out from competitors, HSBC AM required a singular, consistent narrative across all touchpoints. The goal was to build familiarity while clearly communicating a core promise: offering distinct access to global growth opportunities through expert insights and international networks.
Solution
We linked HSBC’s master brand promise directly to HSBC AM's core advantage—granting access to global growth via expert insights and international networks—guided by the tagline "Opportunity is everywhere. Access is everything."
We delivered this via a phased, multi-channel campaign:
Brand Focus: Video-led storytelling reinforcing HSBC AM’s strategic pillars.
Targeted Reach: Integrated online/offline touchpoints scaling frequency with professional investors.
Smart Rollout: Programmatic scale and local media buys deployed in phases, moving from brand awareness to thematic capabilities.
Impact
Delivered massive global reach and engagement across core target markets in 5 countries: over 70 assets including branded trams traveling 30km of track in Hong Kong and a brand TVC reaching 104,000 UK households.
50M+ Digital Impressions: Driven by targeted display and social executions.
10M Print Impressions: Generated through 50 high-impact print placements.
3M Combined Out-of-Home & Broadcast Impressions: Including 2 million impressions via HK Trams and 1 million via the UK television ad.