HSBC

1. The Experts in Global Brand Implementation
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 implementation
With 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

2. To find out how we can help you save time and money in the rollout of your
global branding programmes, call us now on +44 (0)845 0525 247
London | Paris | Amsterdam | Stockholm | Shanghai | Atlanta
www.glimma.com
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 locally
With 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 savings
Prior 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 delivery
With 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.
”