With millions of debit and credit cards in circulation globally, HSBC’s cards are the most personal and most visible touchpoint for the brand. We partnered with the bank’s senior marketing team to transform them into a powerful daily reminder of the brand’s promise, making HSBC the first global bank to unify its entire card portfolio around a single design.
Based on extensive archival research, the new card design features a modern, sophisticated interpretation of one of the iconic HSBC lions, using dynamic facets. This single design cuts through the complexity that had accumulated in HSBC’s worldwide portfolio of cards, radically simplifying hundreds of design variations to one global design through the systematic use of colours and descriptors.
Thoughtful touches, such as coloured card cores that distinguish debit from credit cards, have been incorporated throughout the design which has also been extensively tested to ensure it can be produced beautifully and withstand wear and tear.
In an increasingly digitally-driven world where customers’ transactions need to be effortless, special digital versions of each card-front help maximise impact on emerging platforms including Apple Pay, Android Pay and Samsung Pay.
The new lion cards are being progressively rolled out to customers in more than 30 countries around the world.