HSBC Private Bank is one of the biggest banks in the world. In 2009, they went through a complete rebrand, refreshing all marketing and communication materials, both above and below the line.
With the positioning statement of “Opening doors”, the graphic language uses the iconic diamond shape of the logo. An unusual grid and overlaying of subtle colours are used to form an intricate yet minimalistic look to match the nature of their target audience. Breaking down information hierarchy and ensuring the quality of the designs when translated into multiple languages (including non-latin languages Chinese, Japanese and Arabic) was key, as well as high-end photography to show the sense of established sophistication.