To address this, HSBC formed a cross-functional task force that brought together five global agencies alongside its internal brand team. Our team focused on the Retail Banking stream, working closely with in-house engineers and other partners to define and deliver a consistent digital foundation.

The project coincided with the early rise of design systems and atomic design principles. These methods proved essential to our approach — allowing us to build reusable, modular components and streamline collaboration across teams. Having designers and engineers embedded side-by-side meant we could prototype rapidly, validate ideas quickly, and ensure quality through continuous QA cycles.

Regular alignment sessions with the other agency teams and the HSBC brand group helped ensure consistency across verticals, while shared milestones kept the broader initiative coordinated and on track.