We partnered with HSBC to redesign the bank’s complete suite of cards globally, the first time a global bank has unified its entire card portfolio around a single design.
To be rolled out to more than 30 countries, and featuring the iconic HSBC lions in a modern design with premium card materials, HSBC’s new credit, debit and ATM cards are a nod to the story of how the lions have come to guard the legacy of a global bank.
Based on extensive archival research, the new card design features a modern, sophisticated interpretation of one of the HSBC lions using dynamic facets. It invokes HSBC’s heritage in a contemporary style, befitting the diverse markets and customers HSBC serves today, and reflecting the future ambitions of the bank and its customers.
This single design cuts through the complexity that has 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 customer’s transactions need to be effortless, the Shift. team created special digital versions of each card-front to maximise impact on emerging platforms including Apple Pay and Android Pay.
The new lion cards will be rolled out progressively starting this year to new HSBC customers and those who need their cards replaced.