Group Brand Design Lead


  • Remote  
    perm, from remote  
  • Company
    Start date
  • Closing date
    16 March 2022  
    Posted on
    14 January 2022  

Some careers have more impact than others.

If you’re looking for a career where you can make a real impression, join HSBC and discover how valued you’ll be.

Global Marketing uses creativity and business flair to help drive top-line revenue growth for our Global Businesses by optimising marketplace opportunities, our brand strength and customer insight.

We are currently seeking an ambitious individual to join our team as a Brand Design Lead, working together with colleagues to define, manage and achieve divisional business targets.

Role Purpose:

HSBC is opening up to new ideas, perspectives, and people. We have strengthened our brand by making it more iconic, attractive, and memorable for our audiences, services, and markets. The visual cohesion in our Brand Identity (‘BI’) creates a seamless and fluid customer experience, especially along digital customer journeys. Visually, it builds on our core brand foundations that allow us to communicate different services for different customers.

We drew inspiration from our corporate purpose, 'opening up a world of opportunity' and built a brand world that opens up through imagery, motion, and animations. A world where HSBC is cinematic and expansive, where its key distinctive assets become the canvas for those experiences and are delivered through our range of global services and channels. By using what makes us recognisable, we have created a simple BI that allows us to tell our many diverse stories in contemporary, iconic, digital-first and accessible ways.  

The role holder will have a unique position in HSBC that sets the short and long-term BI design direction for HSBC’s global brand with strong emphasis on digital and accessibility. The role holder must be equally skilled in traditional and digital design techniques. The role holder will provide creative leadership and drive a culture of design innovation across global creative teams. A primary responsibility will be creating rich and engaging partnerships with HSBC’s global creative teams, communities, and agencies.

The GBD&M team oversees the creation, evolution and management of HSBC’s BI across customer touchpoints globally. The team is responsible for ensuring HSBC’s brand is constantly evolving to serve the needs of our customers and business. The role holder will be responsible for 1) evolving the brand identity, and 2) ensuring it is used properly throughout the Group with end-to-end design consistency and alignment to HSBC’s brand purpose, promise and values. The GBD&M team sits within Group Communications and Brand.

The role holder will be a super connector across HSBC’s cross-disciplinary teams, +60 markets and 3 business lines. The role holder will have significant influence on the overall look, feel and behaviours of HSBC BI across web, apps, marketing, CRM, media, OOH, events, branches, staff facing channels, products, campaigns, events and other customer and colleague touchpoints.

It is crucial that the role holder acts as a brand ambassador for the organisation to ensure our brand values are applied consistently and with excellence at all times. They will support Group Brand activity across all lines of business and functions to support business growth, working directly with local markets, agencies and partners.

This is truly a unique role that will provide the role holder with an unparallel view, and significant creative influence, over major creative decisions made across the Group.

The BI will has high curbs but wide roads. The role holder should fun with it, go fast but be sure to clearly mark the rules of the road for everyon else that follows.

In this role, you will:

  • Work with colleagues across the business, in hubs and local markets, within Wealth and Personal Banking (WPB) & Business to Business (B2B)
  • Support the delivery of a consistent brand experience and creative across all channels
  • Support the creative delivery of our group brand strategy and integration of our brand into the core strategic themes defined by Group Communications, Corporate Sustainability and all business lines
  • Provide design direction for global creative campaigns (e.g., Sustainability, Diversity and Inclusion, Black History Month etc.) to showcase the brand
  • Contribute to the evolution of HSBC’s brand and design system, toolkits and design practices across the bank’s design teams and external partners
  • Identify the requirements from global design teams to ensure that projects are aligned to our Brand
  • Influence design operations models that facilitate the creative process globally
  • Manage internal and external resources
  • Lead the creation of Brand and Design Standards, while training and aligning cross-functional creative teams e.g., motion, sonic, social etc.


To be successful in the role, you should meet the following requirements:

  • Set the long-term vision, design direction, design practices and processes for HSBC’s BI
  • Contribute to the evolution of HSBC’s brand and design system, toolkits and design practices across the bank’s design teams and external partners
  • Demonstrate exemplar examples of the brand and design system in action 
  • Constantly evolve HSBC’s brand assets, design language, guidelines, contributor model  
  • Seek out opportunities to express Global Brand’s design leadership capabilities, while inspiring HSBC’s global creative community 
  • Provide design leadership and nurture innovative thinking across HSBC’s design teams in a manner that build our Masterbrand identity
  • Actively market and advertise the capabilities and offerings of the Global Brand function across the bank at all levels 
  • Provide oversight and define the design direction and outputs for outsourced vendors’ / partner agencies
  • Identify and evaluate new design tools that can improve the speed and efficiencies of design practices
  • Experience as a Design Director / Art Director at a leading integrated global design and / or brand agency or leading global organisation
  • Experience developing and managing an enterprise level design system
  • Experience managing a team of creatives, and working with a network of global creatives and agencies
  • Equally comfortable working in traditional and digital creative environments and experiences
  • Strong story-telling and problem-solving abilities to supplement design teams

You’ll achieve more when you join HSBC.

HSBC is committed to building a culture where all employees are valued, respected and opinions count. We take pride in providing a workplace that fosters continuous professional development, flexible working and opportunities to grow within an inclusive and diverse environment. Personal data held by the Bank relating to employment applications will be used in accordance with our Privacy Statement, which is available on our website.

Issued by The Hongkong and Shanghai Banking Corporation Limited.

As a business operating in markets all around the world, we believe diversity brings benefits for our customers, our business and our people. This is why HSBC is committed to being an inclusive employer and encourages applications from all suitably qualified applicants irrespective of ethnicity, religion, age, physical or mental disability/long term health condition, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, and any other characteristic protected by local law in the jurisdictions in which we operate.

Within the work place you will have access to various employee resource groups which aim to promote and achieve a healthy work / life balance and support our diversity ambitions. HSBC has in place processes in order to avoid nepotism, which means to avoid creating circumstances in which the appearance or possibility of conflicts of interest may exist within the hiring process.

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