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HSBC Private Bank
Brand book

Branding, communication

After a complete rebrand, HSBC Private Bank needed a tool to convey the graphic style and the strategy behind the new brand.

This brand book acted as a launch to the new brand. It introduced the idea of global networking with the positioning statement of "opening doors" - to new connections and new opportunities for both clients and employees alike. The book is French fold with die-cut doors, showing a glimpse of the image in the next spread, linking every page and message, and emphasising the idea of "new connection".