HSBC
Global Investment Summit 2025
Designing a campaign identity for a world-class financial event
Working with Ride Shotgun, I was brought in to develop the campaign identity for HSBC's Global Investment Summit 2025. Following a successful inaugural summit that brought 3,000+ delegates to Hong Kong, the brief was to go bigger and bolder, positioning HSBC as the global connector in financial services and marking their 160th anniversary.
Concept development
The challenge
Building on the existing campaign identity from year one meant keeping enough visual continuity so it felt like the same event, whilst evolving it for year two. Then there was the practical side. An overarching key visual that tied everything together, plus individual key visuals for the three main summit topics. All of this had to work across wildly different formats, from email headers to OOH billboards, digital screens to printed collateral, spanning pre-event, live event, and post-event phases.
The process
My initial brief was to evolve the network graphic that had been established the previous year. The original was flat and vector-based. I developed concepts that gave it depth and dimension, moving it into 3D space with proper depth of field. These concepts informed the final render, which was produced by a 3D artist and became the foundation for the entire campaign.
Working with the Associate Creative Director, I then designed and art-worked the campaign rollout. This included the four key visuals (overarching identity plus three topic-specific variations), then applying them across 30+ digital, print and event assets spanning the full campaign.
The project ran over three months with rolling deadlines as different phases launched.
The outcome
The campaign won Gold in the People's Vote and Bronze from the judging panel at The Lovie Awards for Best Event Activation Campaign.