This project focused on the high-traffic touchpoints of the HSBC retail experience: the exterior window displays and internal branch posters. Working at JWT Hong Kong, I served as the Strategist and Copywriter Creative Director who developed the conceptual "hook" for these executions.
The strategy was built on the idea that banking is rarely just about numbers; it's about the life events those numbers facilitate. The copy was designed to be punchy and provocative, immediately engaging pedestrians and branch visitors. The visual language was brought to life by Art Creative Director Alvin Lim, ensuring a seamless integration of bold typography and evocative imagery that stood out in busy urban environments. This suite of work provided a consistent, globally-aligned brand voice across HSBC’s physical retail footprint.
