HSBC - Vietnam Client appreciation event

Client:
HSBC Commercial and Global Banking
Audience:
HSBC Vietnam high-net clients
My role:
Lead Digital Designer for the project (Worked on the concepts and final graphic creation)
Team:
Gehan Dharmasiri (Art Director), Anil Hemantha (Art Director), Thanura Dalugoda (Supporting Digital Designer)

Job brief: The Regional Marketing Manager for CMB and GBM reached HSBC Digital Production Services on design support for high-net-worth clients' events in Ho Chi Minh and Ha Noi as part of a series of client appreciation events. These events are considered exclusive, and the request included creating key visuals such as an Iconic Hexagon for the main event backdrop, email banner, event banner and Zoom background. I had the privilege of driving the project forward under the guidance of two art directors.

Design process: The HSBC hexagon is not just a logo; it is a versatile symbol used in various aspects of HSBC's communications. There are three versions of the hexagon: the Iconic Hexagon, the Open Hexagon, and the Cropped Hexagon. Each version is used to ensure brand consistency while allowing for creative flexibility. For this particular design, we needed an Iconic Hexagon, which is an important element in the brand development model. Creating an Iconic Hexagon is challenging due to the strict guidelines associated with it.

The client provided us with some references and a preferred theme that represents celebration and festivity. We were uncertain about how closely we could match the client's references because this is a public event that required Group brand approval before publication. The design process began with extensive research on Vietnamese culture, traditions, artefacts, and symbols to complement the key visual. In the initial design phase, I had numerous brainstorming sessions with the team and explored various design options. Ultimately, we decided on the lotus as Vietnam's national flower, representing purity, dedication, and the optimism HSBC holds for its client's future.

The final visuals were created using primary red shades from the HSBC colour palette, with a gold hexagon positioned in the centre. The design is complemented by a delicate floral pattern in the background. Throughout the process, we received positive feedback from the Group brand, and I ultimately created visuals that satisfied the client and met the brand requirements.

Client:
HSBC Commercial and Global Banking
Audience:
HSBC Vietnam high-net clients
My role:
Lead Digital Designer for the project (Worked on the concepts and final graphic creation)
Team:
Gehan Dharmasiri (Art Director), Anil Hemantha (Art Director), Thanura Dalugoda (Supporting Digital Designer)