Client
HSBC
Role
Designer + Artworker
Platform
Print + Web Design
HSBC Jade is a premium banking experience created exclusively for the bank’s most valued clients. The project required the design and rollout of a high-end membership pack and marketing communications to reflect the exclusivity of the offer. Working as part of a collaborative team, responsibilities included both design and artworking across digital and print assets.
A key focus was on elevating existing HSBC brand guidelines to align with the Jade tier – maintaining consistency while introducing a more refined visual and tonal language. Deliverables included a luxury printed booklet, targeted email comms, and digital content promoting concierge services, lifestyle rewards, and wealth management privileges.
Tools:
The creative direction centred around “a world of extraordinary, created for you” – a refined, editorial approach designed to evoke prestige, trust and aspiration. Every asset was crafted to feel personal and tailored, with a lifestyle-led tone and elegant visual cues. The result: a seamless brand experience that positioned HSBC Jade as both a financial partner and a gateway to elevated living.
Premium member booklet
A luxurious, editorial-style piece introducing clients to their exclusive benefits, including concierge services, lifestyle rewards, and bespoke wealth strategies. Premium materials, elegant typography, and refined layouts elevated the experience and aligned with the expectations of a high-net-worth audience.
Clean, spacious and sophisticated – jade accents, elegant serif typography, and monochrome imagery subtly layered in a sense of luxury. The design extended HSBC’s global brand, introducing elevated cues to reflect the exclusivity of the Jade tier.
Two lifestyle-led emails—tailored for registered and unregistered clients—showcased the magic of HSBC Jade during the festive season. Clear messaging, editorial headlines, and aspirational imagery encouraged engagement and reinforced the premium offer.
Expanding on a global brand identity while introducing a new tier required considered balance – refining rather than reinventing. Close collaboration with copywriters, client stakeholders, and production teams was key to ensuring brand integrity across touchpoints. The project reinforced the importance of storytelling and tone in premium customer experiences, as well as the value of attention to detail in both design and artworking when targeting high-net-worth audiences.
