After implementing a full brand refresh of their visual identity, HSBC set about defining a robust motion system that could be rolled out across all their markets. The system needed to inject personality, be adaptable and embrace the high-quality simplicity of everything else in their brand. The motion case study film below demonstrates the scope of the principles that were established.

OPENING OPPORTUNITY

Derived from the brand’s tagline ‘Opening up a world of opportunity’, the idea of opening became the core starting point, acting as the mechanic that would introduce every animated asset in the brand. Secondary behaviours also tapped into other key attributes of HSBC to build out a robust motion theory that could be used across every touchpoint.

EMULATING OBJECTS

The third principle, Emulating, allowed the brand flexibility to convey motion that suited the subject matter portrayed. This provided a sense of logic to all animations, avoiding any abstract interpretations of movement, and sticking to real world representations.

THE HSBC MOTION EQUATION

Alongside the key principles of Opening and Advancing, a suite of personality expressions and speed styles could be adjusted to create a whole range of different dynamic motions. The allowed all motion applications to adapt to different products and scenarios in their own way whilst still feeling connected to a wider motion theory.

CREDITS
Collaboration with Design Bridge and Partners
Creative Director: Graeme Haig
Design Director: George Bradshaw
Production / Accounts: Pippa Chishick, Laoise Hill, Fanni Pesonen
HSBC Team: Steve Habbi, Lawrence Cox