Data by nature.
Industry investors perceived HSBC Asset Management as another part of a broad, global bank offering no specific expertise. Our challenge was to create a new identity for the brand that demonstrates its unique specialism and the significance of how data translates into purposeful action.
With a strong focus on sustainability and over $16.5B invested in sustainable strategies globally, we showed how nature can bring data to life.
Leveraging the core asset of the business, their vast amounts of data, and their understanding of what that insight meant for investment opportunities, we created a design system that could seamlessly transition from data point to imagery. Data points cluster to form symbolic imagery for different themes in a singular, unique style, with a focus on motion and digital platforms. Overall, this resulted in a dynamic visual identity tha stands out against a traditionally dry, data-heavy category, whilst avoiding the greenwashing clichés of the industry.
Establishing a strong and coherent voice within the industry.
While HSBC, as a mother brand, is well known and iconic globally, Asset Management is lesser known within its own B2B field. Our work to establish a strong and coherent voice for Asset Management is part of a more extensive exercise to strategically and creatively unify HSBC’s multiple business segments.
Evocative expressions.
Asset Management's visuals and messaging take a figurative approach to convey ideas, themes, and practices in a broader, more compelling manner - subverting common cues within the industry and elevating the brand amongst its competitors. Underpinned by sustainability and Asia as Asset Management's core strategic and creative focus, our role is to translate the dynamic design language from brand-level into capabilities and product-level communications - covering capabilities and campaigns in Alternatives, Multi-asset, ETFs, and Equities, amongst more.
