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Jade by HSBC Premier / Brand launch design

Jade by HSBC Premier
Jade by HSBC Premier

Discipline: Communication

Discipline: Communication

Jade is a membership program for HSBC Premier, carefully tailored to become a meaningful part of the lives of their most valuable clients. We knew that design would play a pivotal role in navigating us away from the plethora of clichés that exist within the luxury category, perpetuated by the many high-end brands trying to connect with this valuable audience. The visual identity of Jade has been crafted with elegance, exclusivity and the balance of Western and Eastern cultures in mind, and is now poised to continue its journey towards becoming as valued in the lives of its members as the precious gemstone that is its namesake.

  • TARGET GROUPS Consumer / User

  • TARGET REGIONS Asia, Europe, North America

  • DEVELOPMENT TIME 13 - 24 months

  • DATE OF LAUNCH 2016

Client / Manufacturer

HSBC

HSBC
London, United Kingdom

Design

Royalties

Royalties
Paris, France

Olivier Bontemps, Catherine Macedo, Xiang Li-Benoit

Design

Saatchi & Saatchi Pro

Saatchi & Saatchi
London, United Kingdom

Mark Norcutt

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