The Ask

For Black History Month 2023, themed “Saluting Our Sisters,” UK Embrace needed a suite of visual assets to bring their campaign to life, with a focus on celebrating the achievements of Black women within the organisation.
The ask was to create visuals that would be used across multiple platforms, including email communications and in-person events, to ensure that the message of empowerment and recognition reached a wide audience. These assets needed to resonate with both colleagues and external stakeholders, reflecting the importance of the theme and the values of HSBC UK Embrace.
My role was to craft visuals that not only captured the spirit of the campaign but also provided a cohesive and engaging experience across all touch points. This included everything from designing impactful email headers to creating banners and imagery for events, all aimed at amplifying the visibility and significance of Embrace’s initiatives during Black History Month.

Bringing the campaign to life

Initially, I developed a suite of basic visual assets for the campaign using stock imagery, aligning them with HSBC’s branding guidelines. These initial designs were brought to HSBC’s brand approval forum, where we received valuable feedback. While the assets were on-brand and visually appealing, it became clear that they lacked the personal touch and authenticity that could truly resonate with the audience. We realised that to make the campaign impactful, it needed to feature the real stories of the inspiring women within the bank.

Taking this feedback to heart, I took the initiative to work with the UK Embrace team to identify and gather 13 remarkable Black women at HSBC, each with a unique story to tell. Instead of relying on provided photos, I wanted these women to feel truly integrated into the campaign. To achieve this, I organised and conducted photoshoots at our Birmingham and London offices, capturing powerful and authentic portraits that would be central to the campaign.

The original creatives, featuring stock imagery, were used broadly across various channels. However, the extended assets, enriched with personal stories and original photography, were leveraged to tell the real stories of our colleagues, adding depth and authenticity to the campaign. To keep the photos on-brand with HSBC’s identity, I ensured that our photography adhered to the principle of being cinematic, capturing each woman in a way that was both powerful and visually striking. These enhanced assets helped ensure that “Saluting Our Sisters” was not just a theme, but a genuine celebration of the incredible women within HSBC.

Spotlighting Black Women in the Bank

The true impact of the campaign came from the extended assets that were created following our decision to spotlight real stories from within the bank.

The campaign extended beyond digital channels into HSBC’s physical spaces, where the spotlights on these women were prominently displayed across real estate within the bank. Their portraits and stories were featured on digital screens, in office lobbies, and throughout common areas, ensuring maximum visibility and engagement. Events running throughout Black History Month further amplified these stories, that brought their experiences to life for colleagues across the organisation.

An added benefit of the campaign was that these women were able to use their professional portraits personally, empowering them to share their stories and achievements both within and outside of HSBC. This not only reinforced the campaign’s message of recognition and celebration but also provided these trailblazers with a lasting, personal memento of their contributions.

Reflections and Learnings

The journey of developing the campaign was both enlightening and rewarding. The initial phase involved creating a suite of basic assets with stock imagery, which provided a solid foundation. However, the feedback from the brand forum highlighted a crucial insight: the campaign needed more personality to truly resonate and make an impact.

This feedback was instrumental in shaping the final output. By incorporating real stories and authentic portraits of Black women within HSBC, the campaign transitioned from a standard corporate initiative to a deeply personal and engaging celebration. This shift was not merely about enhancing visuals; it was about enriching the narrative and creating a genuine connection with the audience.

One of the key learnings from this experience was the importance of infusing personality and real stories into a campaign. The suggestion to bring more depth and individuality into the assets resulted in a more compelling and memorable campaign. By adhering to HSBC’s cinematic photography principles, I ensured that the visuals were not only on-brand but also emotionally resonant.

Ultimately, this project reinforced the value of responsive creativity and the impact of integrating feedback into the design process. The final campaign was a testament to the power of authentic representation and storytelling, proving that when we truly listen and adapt, we can create work that is not only effective but also meaningful. This experience has deepened my appreciation for the role of personal narratives in design and will undoubtedly influence my approach to future projects.