Giving financial services the allure of a gemstone
A fresh start
Globally renowned, HSBC appeals to many wealthy clients who benefit from the myriad of services offered. Despite this, exclusive clients instead opted for local banks that had more active roles and closer client relationships. Our focus was to revitalize the relationship between the bank and its top-tier clients.
Time to embark on a journey with HSBC Premier
We created a visual branding promise of quality and rapport as a means of overcoming the challenge of distance from clients.
Rooted in heritage, open to the world
To reflect the interest in Eastern culture as well as the exclusive aspect of the program, we chose the name ‘Jade’ – the gemstone highly prized by Chinese culture. The Chinese “Yù” character that stands for ‘jade’ or ‘king’ is combined with Latin letters in the logotype to represent this fusion between East and West. The ‘Yu’ symbol has become an essential part of the graphic system of the program.
« The identity of the program reflects the very essence of the HSBC brand: its ability to bring different cultures together and create something big and beautiful. »
Maria Belousova, Royalties' Strategy Director
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