HSBC

How might HSBC make international students feel welcomed before asking them to become customers?

Rather than focusing only on banking, I explored how HSBC could become one of the first positive experiences for international students arriving in the UK. The concept was to transform a routine onboarding process into a thoughtful welcome experience through a collection of branded touchpoints that offer guidance, familiarity, and reassurance. To reinforce that sense of familiarity, I incorporated subtle Warli-inspired illustrations throughout the experience, creating a visual connection to home while respecting HSBC's existing brand identity.

My initial explorations focused primarily on creating a premium-looking debit card. Although visually appealing, the concept didn't fully address the emotional needs identified during research. This exploration helped me realise that the project needed to extend beyond a single product and become a complete welcome experience.

Two touchpoints, one language. Warmth and restraint applied the same way whether the surface is paper or plastic.

Small details that create consistency across every interaction with the brand.

The final design system combines HSBC's trusted brand identity with subtle cultural storytelling. Every touchpoint shares the same visual language, creating a consistent and welcoming experience for international students from their first interaction onwards.

This project changed how I think about onboarding. I realised that trust is not built through a logo. It is built through a series of small, reassuring interactions. That idea has influenced how I approach every project since.