DESIGN WORK

Client: HSBC

Project overview: This magazine advertisement was designed for HSBC Asset Management as part of a print marketing campaign that communicates the company's investment expertise and client-focused approach. The layout combines strong visual storytelling with clear messaging, creating a professional and engaging piece that reflects the brand's established presence in the financial sector.

HSBC Asset Management provides investment and wealth management solutions, helping individuals and institutions build long-term financial growth through professionally managed investment strategies.

The advertisement incorporates a fish-inspired concept and fragmented visual elements that align with the HSBC Asset Management sub-branding approach. The fish symbolises movement, direction, and collective strength, while the fragmented composition adds visual interest and reinforces the idea that carefully connected decisions contribute to a larger financial objective.

Magazine advert for HSBC Asset Management

Brand: HSBC Commercial and Global Banking
Audience: HSBC Vietnam high-net clients
My role:
Lead Digital Designer for the project (Worked on the concepts and final graphic creation)
Team:
Gehan Dharmasiri (Art Director), Anil Hemantha (Art Director), Thanura Dalugoda (Supporting Digital Designer)

Job brief: The Regional Marketing Manager for CMB and GBM reached HSBC Digital Production Services on design support for high-net-worth clients' events in Ho Chi Minh and Ha Noi as part of a series of client appreciation events. These events are considered exclusive, and the request included creating key visuals such as an Iconic Hexagon for the main event backdrop, email banner, event banner and Zoom background. I had the privilege of driving the project forward under the guidance of two art directors.

Design process: The HSBC hexagon is not just a logo; it is a versatile symbol used in various aspects of HSBC's communications. There are three versions of the hexagon: the Iconic Hexagon, the Open Hexagon, and the Cropped Hexagon. Each version is used to ensure brand consistency while allowing for creative flexibility. For this particular design, we needed an Iconic Hexagon, which is an important element in the brand development model. Creating an Iconic Hexagon is challenging due to the strict guidelines associated with it.

The client provided us with some references and a preferred theme that represents celebration and festivity. We were uncertain about how closely we could match the client's references because this is a public event that required Group brand approval before publication. The design process began with extensive research on Vietnamese culture, traditions, artefacts, and symbols to complement the key visual. In the initial design phase, I had numerous brainstorming sessions with the team and explored various design options. Ultimately, we decided on the lotus as Vietnam's national flower, representing purity, dedication, and the optimism HSBC holds for its clients' future.

The final visuals were created using primary red shades from the HSBC colour palette, with a gold hexagon positioned in the centre. The design is complemented by a delicate floral pattern in the background. Throughout the process, we received positive feedback from the Group brand, and I ultimately created visuals that satisfied the client and met the brand requirements.

HSBC - Vietnam Client appreciation event

Brand: HSBC

Project overview: At HSBC, creating an 'Iconic Hexagon' (one of three Hex types) involves working within a specific set of brand guidelines. It’s not simply about placing a graphic inside the hexagonal form and calling it an iconic hex. The imagery, composition and integration of the shape all require careful consideration to ensure the visual aligns with the brand architecture.

From selecting the right image to refining the final composition, the process requires more thought and iteration than the finished visual suggests.

I created this piece for HSBC Trade Academy. The HSBC Trade Academy is designed to help businesses navigate the complexities of international trade, understand trade finance solutions, and expand with greater confidence.

Iconic Hexagon for HSBC Trade Academy

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