Project Archive: Re-branding HSBC to the Canadian marketplace

HSBC is one of the world’s largest banking and financial services organisations serving around 46 million customers. HSBC’s aim is to be acknowledged as the world’s leading and most respected international bank. Headquartered in London, HSBC operates through long-established businesses and an international network of around 4,400 offices in 71 countries and territories.

HSBC at the time was a virtual unknown to the general Canadian public, so a Canadian ‘Point of View’ brand strategy was needed across all media and where print, online, OOH, and subway station domination played a leading role.

All above and below the line creative execution was developed for the large-scale re-branding to the Canadian market. These Canadian executions led creative thinking worldwide and were adopted by HSBC as global best practices.