Data by nature.
Brand campaign & art direction
Role
Designer
(Part of the HSBC core design team)
Year
2021 - current
HSBC Asset Management was often seen as just a part of a global bank, lacking specific expertise. Our challenge was to create a new identity that highlights their unique specialization and demonstrates how data translates into purposeful action. With a commitment to sustainability and over $16.5B invested in sustainable strategies globally, we illustrated how nature can bring data to life. By leveraging their vast data assets and insights into investment opportunities, we developed a design system that transforms data points into symbolic imagery. This approach emphasizes motion and digital platforms, resulting in a dynamic visual identity that distinguishes itself from the traditionally dry, data-heavy sector, while avoiding greenwashing clichés.
Establishing a strong and coherent voice within the industry.
While HSBC is an iconic global brand, its Asset Management division is lesser-known in the B2B field. Our efforts to establish a strong and coherent voice for Asset Management contribute to a broader strategy to unify HSBC’s various business segments.
Evocative expressions.
Asset Management's visuals and messaging adopt a figurative approach to convey ideas and themes compellingly, subverting industry norms and elevating the brand among competitors. With sustainability and Asia as core focuses, our role is to translate this dynamic design language into capabilities and product-level communications, covering areas such as Alternatives, Multi-asset, ETFs, and Equities.