Emily Tse
Opening unparalled worlds.
Brand campaign & art direction
Role
Designer (part of the HSBC design team)
Year
2025
Challenge
Opening unparalleled worlds.
To launch the ultra-exclusive HSBC Privé card for Global Private Banking, we needed to define a brand experience centered on seamless, high-tier access to curated private worlds.
Solution
Radiating lines.
Working with agency partner VML, we developed a visual concept featuring radiating lines and concentric rings, symbolizing the outward expansion of a client's influence at the top of their field.
Impact
Materiality.
We delivered an elite, tactile black-metal card with light-reflecting varnish, alongside a bespoke welcome boxset, video, and sales suite for onboarding ultra-high-net-worth clients.