CHALLENGE
HSBC needed communications that felt globally consistent while remaining commercially and culturally relevant across multiple banking products and audience segments in Hong Kong and broader APAC markets.
STRATEGY
In financial services, trust is built through consistency, clarity, and relevance across every touchpoint. Strengthening alignment between brand governance and customer communications meant balancing institutional credibility with more contemporary, human-centred storytelling across multiple business units and audience segments.
HSBC
Different audiences,
different tones.
One coherent brand.
RESULT
The engagement helped strengthen creative consistency and strategic alignment across multiple HSBC business units and audience segments throughout the region.
More broadly, the work contributed to the evolution of HSBC’s premium and wealth communications ecosystem across digital, campaign, and brand experience touchpoints.
As financial services became increasingly digitised and experience-led, premium banking brands faced growing pressure to modernise how they communicated across different customer segments and wealth tiers.
CREATIVE EXECUTION
As Creative Lead at VML, the engagement involved close collaboration with strategists, local and regional teams, and senior HSBC stakeholders across APAC and London.
The work spanned HSBC One, Premier, Premier Elite, Global Private Banking, and ESG initiatives.
This included local campaign development, digital-first communications, Global Private Banking visual storytelling with photographer Kelvin Yuen, and creative alignment across regional and global teams.
The work required balancing institutional credibility with more contemporary and human-centred communications across highly regulated financial environments.
ROLE
Creative Lead, Regional Brand Communications, Digital Strategy, Creative Direction, Global Campaign Advisory