The HSBC account at GP Strategies needed a Creative Director to sharpen its internal brand and communications, with a particular focus on pitch decks.
The existing material lacked structure and consistency, so the response was to build a clear, hierarchical system — anchored by a flexible grid and a disciplined typographic approach — alongside a refreshed RGB palette better suited to digital use.
The image library was also reworked, replacing dated, generic visuals with something more aligned to a contemporary workforce. The aim wasn’t to overhaul for the sake of it, but to give the team a set of tools that made day-to-day communication clearer, more coherent, and easier to produce at speed.
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