HSBC has launched the first phase of a campaign to narrate the stories of Hongkongers, its role in the city, and customers.
The campaign "The Story Continues" aims to project optimism and confidence in Hong Kong’s future success as well as HSBC’s commitment to playing its full part in supporting individuals, businesses, and the community of its home market. With the desire for progress being the core message, the campaign includes a new bilingual logo, a new brand point of view, and decorations on the facade and entrance of its main building in Central, tram shelters, a number of social posts.
The centrepiece of the campaign is its redesigned logo - the forward hexagon. According to the bank, the logo is "a simple, dynamic symbol of movement and acceleration that emerges naturally out of the iconic Hexagon logo." The hexagon has been reinterpreted as a symbol of forward movement, acceleration, and progress, reaffirming its core brand promise of helping people, businesses and economies thrive.
The bank has also launched a number of taglines to go with the campaign, such as "Hong Kong is not just a city. It’s a story"; "Progress is never easy. But if you believe the story continues, it will"; and "Great stories can be written anywhere".
To kick off the campaign, HSBC launched a LED light show in mid-July. The entire campaign will run over the rest of 2020 with initiatives ready to help everyone start a new chapter, as well as content that brings the brand’s point of view to life and celebrates local stories of progress.