HSBC Global June 2018
HSBC Jade re-brand
The brief: To develop an new identity for HSBC's exclusive membership programme, Jade.
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.
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)