HSBC X Pantone
the brief
As the first bank in the world, HSBC officially certified its historic brand color with the Pantone Color Institute.
The task of the case study was to develop a global, design-led campaign that claims and celebrates this “HSBC Red” on an international stage.
The core challenge was to differentiate the red in markets where the color is already heavily saturated within the financial sector.
At the same time, the visual identity had to engage a high-net-worth, travel-heavy target audience at a premium level across global HSBC touchpoints, such as international airport jetbridges and walkways.
the solution
The campaign elevates the certified “HSBC Red” from a standard corporate color into a visual signature for premium living and exclusive Premier services.
The iconic 3:4 ratio of the classic Pantone color swatch serves as a universal design grid and framing element across all media. Through this visual window, tailored “Beyond Banking” services—such as international mortgages, relocation, and high-end education—are strikingly showcased.
A consistent, immersive ecosystem comprising premium print ads, a 90-second film, 3D holographic installations, and life-sized physical dioramas at global airport hubs transforms an abstract financial identity into a tangible, high-fidelity experience for an international elite.
You can also see the case on the D&AD newblood website: https://www.dandad.org/work/new-blood-archive/the-tone-for-every-aspect-of-life
the background
In January 2026, I decided it was time to return to my true calling as a graphic designer and art director. Since I hadn’t worked in this specific role for 17 years since completing my degree, it was incredibly important for me to demonstrate my actual capabilities.
Having never even heard of D&AD before January 2026, I stumbled upon the New Blood Awards while looking for a way to build a fresh portfolio.
Remembering the success I had winning student competitions during my university days, I knew that tackling an actual brief would be a great approach.
I chose the HSBC x Pantone simply because I felt it was one of the more complex ones to explain, and I wanted that specific challenge.
Due to various circumstances, I wasn’t able to start working on it until the end of February, leaving me just two and a half weeks to develop the entire concept and final execution before the March 17th deadline.
All imagery and video components were generated using various AI tools, refined in Photoshop, and assembled in Adobe Premiere Pro.
As a D&AD newblood pencil winner, you could send in a reaction video of you, receiving the good news. The task was: be creative within roughly 15 seconds – so I did and here is my reaction clip.