ABOUT

HSBC Global Standards was a multi-year programme to define and embed a unified digital design language across one of the world’s largest and most complex financial organisations.

As Design Director at AnalogFolk, I led the development of HSBC’s global digital standards, establishing a coherent visual framework that could scale across markets, products, and platforms while meeting the demands of a highly regulated, trust-critical environment.

The work focused on creating a robust, system-led approach to brand expression. This included defining core visual principles, layout systems, typography, colour usage, and component guidance that could be consistently applied across digital experiences worldwide. A key challenge was balancing global consistency with the flexibility required by local markets, product teams, and regional regulations.

I partnered closely with UX, technology, and global programme teams to ensure the standards were practical, adoptable, and embedded into real delivery workflows rather than existing as a static guideline. This involved setting governance models, quality benchmarks, and review processes to protect craft over time as the system scaled.

The Global Standards programme became a foundational layer for HSBC’s digital estate, enabling faster, more consistent delivery while raising the overall quality and coherence of the brand’s digital experiences globally.