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Concept, Art Direction, Design.

Personal project

When I first arrived in Vancouver I was struck by the homeless population. Whilst setting up my bank account, I had an idea.

Given that the homeless crisis in Vancouver comes down to money, wouldn't it be an opportunity for a bank to step in and help?

With a temporary tweak to their iconic logo and HSBC mnemonic (who really knows what HSBC stands for anyway...) they could launch a campaign that lives up to their brand values and helps both society and their own image.

​“The HSBC brand is recognised worldwide. Our latest advertising illustrates our role in helping people, businesses and communities to thrive.”

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