HSBC Bank

On every other continent, HSBC really is The World's Local Bank™.

Here, however, it was just another bank.

I helped lead the team challenged to rejuvenate the company around the longtime brand promise. Modernize the brand’s voice, tone, and image. Build loyalty by focusing on the human touches of the customer journey. And while we’re at it, upsell entire platforms of products.

In the end, we rethought the bank's domestic sales funnel, customer service guidelines, and p.o.p. system. And I wrote all in-branch materials here in the U.S. — everything from take-ones and brochures to signage and sell sheets. 

Agency: Rosetta
What I did: Copywriting, Creative Direction