HSBC Merchant Services
Brand design and implementation

HSBC Merchant Services is a joint venture between HSBC and Global Payments. They handle all HSBC’s UK card payment processing.

One of the sector’s largest operators, they asked us to create a new brand image – that defined, differentiated and elevated their industry presence. 

Our Challenges
Increase brand awareness and presence.

Establish the brand without creating a new logo that conflicted with HSBC’s existing assets.

Create a consistent, recognisable brand in its own right, while still working within both parent companies’ guidelines – and getting sign-off from both.  

Our Solution
To meet the ‘no logo’ brief, we worked with HSBC Merchant Services’ marketing team, designing distinctive, impactful ‘brand elements’ that created a consistent and unique company image.

Our globe-inspired ‘swooshes’ fused the business’ international presence with a dynamic, aspirational, forward-looking energy. From this core idea we built a set of definitive visual guidelines, which were signed off by HSBC’s and Global Payments’ brand directors. 

We’ve since worked with HSBC Merchant Services, applying the new branding across all communications – giving the global brand an image as strong as the services they offer.