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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)

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