HSBC operated a decentralised model for managing its brand. This resulted in countless variable interpretations of the identity, which led to chaos. Naturally this had a negative effect on the performance of the company, so the business decided to simplify and rationalise the HSBC brand architecture and communication with the objective of bringing efficiency and saliency to every aspect of the organisation’s brand output. A partnership was formed between Saatch & Saatch (Communications) and Turner Duckworth (brand identity) to ensure consistency throughout all communications. Martin Lambie-Nairn was Executive Creative Director for Turner Duckworth directing the brand identity. The brand architecture was radically simplified creating an easily understandable system, extendable at very little cost and timeless in design. On the communications and creative front, the use of the Hexagon as a branding device has delivered maximum recognition and creative opportunities. Whilst this is still early days (identity launched January 2018) the identity has inspired the business and fulfilled the objective of addressing customers and colleagues alike with multiple messages - consistently.