MSS Operations | Department Identity
How do you differentiate yourself from the barrage of internal campaigns and incentives in the banking environment? By extending the existing brand to create a cohesive departmental identity that could be rolled out across divisions around the world, and communicate and reinforce their key strategic priorities.
Through the ‘Discover’ and ‘Define’ phases the Rubik's cube metaphor was extended and deepened, to drive the visual metaphor and reinforce the behavioural change framework.
The Art Direction was used to create a range of multi-platform collaterals, including:
Identity guidelines / Digital screens + background / Powerpoint decks + toolkits / Animations / Branded collaterals / Office visual merchandising
Collaborators.
Graphic Designers
Role.
Creative Director / Project Manager
Approach
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Challenge
HSBC approached Media Zoo to assist them with how to differentiate themselves from the barrage of internal campaigns and incentives in the banking environment.
HSBC MSS-Ops sought to extend the existing HSBC brand to create a cohesive departmental identity that could be rolled out across divisions around the world, and communicate and reinforce their key strategic priorities.
The key factor to consider was that this was not a new ‘brand’ - and so had to live within the creative possibilities of the parent HSBC brand.
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Solution
After crowd-sourcing the name of the their people-strategy, the name RUBIX was chosen.
Through the ‘Discover’ and ‘Define’ phases the Rubik's cube metaphor was extended and deepened, to drive the visual metaphor and reinforce the behavioural change framework.
With the visual narrative established in the Art Direction, the identity was applied to a range of digital and print collaterals over the next few months.
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Results
The Art Direction was used to create a range of multi-platform collaterals, including:
Identity guidelines
Digital screens + background
Powerpoint decks + toolkits
Animations
Branded collaterals
Office visual merchandising