Case study HSBC

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CASE STUDY

HSBC Group recently introduced a workplace graphics programme for their offices around the world. The aim is to support their Group values and to create unity amonst their diverse workforce of 300,00 + staff.

GLIMMA provided support at each stage of this vast global rebrand programme. From brand design guidelines to instal-lation, the GLIMMA team has helped to install new branding, bespoke architec-tural signage and wayfinding signage in many different workplaces across North and South America, Asia and Europe.

Award winning In 2013 GLIMMA was awarded three prestigious awards for this work, including ‘Best Implementation’ in the global REBRAND Top 100 Awards and ‘Best Brand Guidelines’ and ‘Best Implementation of a Rebrand across mulitiple markets’ in the Transform Awards.

Global consistency, local choices, local implementationWith operations in more than 80 countries and over 6,900 workplaces, the challenge for HSBC was striking the right balance between global consistency and locally loved branding.

Tapping into the resources of GLIMMA’s international net-work, HSBC was able to manage the programme centrally but use our network to deliver the branding locally.

HSBC CASE STUDY

HSBC: Delivering an award-winning world-wide

workplace graphics programme

27 Storey Call Centre in China – HSBC’s new call centre in the Taikoo Hui complex in Guangzhou, comprises 1640m² of space over 27 floors, housing more than 8,000 staff. Within just six weeks, GLIMMA delivered the strategy, specifications, artwork, production and installation of 3000m² + of graphics film.

19 Storey Head Office Building, Singapore – the renovated and rebranded Collyer Quay building lies in the heart of Singapore’s business district and is home to 3,500 employees. GLIMMA has been responsible for the design specifications, nomination of suppliers, setting up contracts, design and artwork and overseeing the production and installation of all the signage and graphics.

HSBC Private Banking, Geneva, Switzerland – workplace graphics, wayfinding and primary ID signage in their new private banking offices. With its prime location, right on the lakeside, the new branding is helping HSBC to really stand out in this busy international centre of finance.

highlights

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This generated significant cost savings, avoided potential difficulties over cultural differences and minimized the envi-ronmental impact.

GLIMMA worked alongside HSBC’s teams in HR, Global Design and Facilities Management, at both a global and local level, to ensure that the branding was designed and delivered in the right places at the right times.

Watertight guidelines for local adaptation With input from Group Design, Group HR and Facilities Management, the GLIMMA project team helped to develop a brand blueprint for each workplace type. From prestigious head offices to call centres, every aspect of the environment was carefully considered.

The final result was a ‘best in class’ set of comprehensive guidelines that ensure that stakeholders have a consistent understanding of the branding objectives and methodology.

These global design standards provide all of the key infor-mation for the local implementation teams:

The rationale for the design, linking Group Values to themes

Full specifications, technical drawings and design templates

A catalogue of images for the workplace graphics

Global standards, powered locallyWith its central project management role, GLIMMA enjoys a bird’s eye view of the programme and interprets the central requirements to its local implementation teams.

Working on the ground, our local teams have unrivalled local knowledge, sourcing the best materials at the keenest prices. There are no cultural barriers to hinder the process

HSBC CASE STUDY

and consistency is maintained throughout. So whether it’s a 30m rooftop sign atop a building or a simple welcome sign in an office reception area, HSBC is rest assured that the GLIMMA team will deliver to the same high standard wher-ever they are in the world.

Cost savingsPrior to this initiative, local teams created individual designs for workplace graphics and wayfinding signage. Whilst this was good for local staff engagement, there was a signifi-cant cost associated with creating unique, bespoke office branding solutions.

The new approach still provides scope for localisation, but achieves it in a consistent way, and at a significantly lower cost.

Speed of deliveryWith global standards in place, GLIMMA uses its interna-tional network of suppliers to deliver the branding solutions within extraordinary timescales. For example, a 27 storey call centre in China was fully rebranded within just six weeks.

The speedy implementation reduces both direct and indirect costs. The impact on the day to day operation of the work-place is considerably less than before.

“Following the programme’s completion, GLIMMA’s understanding of multi-national branding and commit-ment to their philosophy of central management with local sourcing and implementation has enabled HSBC to execute a truly worldclass workplace graphics programme of which we are very proud.”