HSBC Asset Management was perceived by industry investors as just another part of a broad, global bank, offering no specific expertise. Our challenge was to create a new identity that demonstrated their unique specialism, with a strong focus on and expert insight into sustainability.

With over $16.5B invested in sustainable strategies globally, we needed to show how nature can bring data to life.

Asset management is all about understanding data, so we created a new brand for HSBC Asset Management that gave meaning to data.

By using the core asset of the business, their vast amounts of data, and their understanding of what that data meant for investment opportunities we created a design system that could seamlessly transition from abstract data points to meaningful and impactful imagery.

Using generative tools and 3D animation, data points cluster and animate to form symbolic imagery for different themes in a singular unique style. Report covers, presentation templates, digital and social comms are all brought to life, transitioning between their seemingly abstract data, and the imagery that shows their purpose and impact.

The new Asset Management brand launched a sustainability focused campaign in December 2021 where results far exceeded previous brand building efforts.

In one month the campaign had made 8.7 million targeted impressions, with a high click-through rate that performed +355% better than industry benchmarks.