HSBC
I first joined HSBC’s marketing department in Canary Wharf in 2008, working in-house for six months as a print copywriter. One of my first briefs was to rewrite the bank’s consumer communications in a friendlier, more approachable tone. From savings and investment brochures to welcome packs for Premier customers, the challenge was to make banking simpler and easier to understand.
During this time, I also helped conceptualise a print campaign for HSBC Plus, positioning its enhanced service as the banking equivalent of travelling club class. The campaign ran in the Metro and extended online through the HSBC Plus landing page.
After returning to HSBC for further freelance work in 2009, I was invited back again in 2011 to work on the bank’s new consumer, business and Group websites.
HSBC Plus Metro Campaign
HSBC Plus Landing Page
HSBC Current Account Brochure
HSBC Digital Content
In 2011, I returned to HSBC to write content for the bank’s new consumer, business and Group websites, working within strict templates and SEO criteria. Once the website copy was complete, I was given the freedom to research and write financial articles on subjects ranging from tax and inheritance to gold and commodities.
Even the most functional web page can be creative
One of the many articles I wrote for the new site in 2011
