D&AD: HSBC ‘Together We Thrive’ brief
A project based on HSBC’s 5 main values. Sustainability, trade & commerce, diversity & inclusion, sport and education.
Featured are a diverse array of characters – which helps to emphasize that HSBC is open to anyone. HSBC is often seen as very corporate, this hand-drawn campaign allows for the company to be a more local and family-based.
These posters were animated in order to be displayed on digital screens. The animations link into one another and are all the same length of time which means they can be looped and synchronised - either on the same screen or through multiple different screens.
The typeface and all illustrations are hand drawn to echo the family friendly feel. This typeface would only be used on HSBC’s illustrative campaigns as the typeface matches the personality of the illustrations, whereas HSBC’s usual type – Universe – is more suited to their normal photographic campaigns.
Logos
HSBC logos were designed with some of the illustrations used in the campaign. These tie in with the HSBC’s previous photographic Hexagon campaign.
Bank cards
I designed bank cards to create a deeper connection with the customer. You see the drawings on the campaign, you sign up with HSBC, your card arrives and finally you're reconnected with the illustrations.