The brief: To develop an new identity for HSBC's exclusive membership programme, Jade. 

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The idea: Jade unlocks a world of discovery, through the exclusive opportunities it gives its members. Yet it is a world of intrigue, exclusivity and luxury, so we didn't want to reveal it all to just anybody. ​

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So we created a two tiered approach for the identity. For those yet to experience Jade, we hint at what's to come – showing a glimpse of the exclusive world. Then once they have entered the Jade world we fully unveil the discovery and experience at its heart. ​

 

Creative team: Myself (Art Director / Creative), Sarah Heavens (Copywriter / Creative), Mark Norcutt (ECD)