HSBC CO.LAB represents a forward-thinking initiative from one of the world’s largest banking institutions—a collaborative innovation hub designed to foster partnerships between HSBC and emerging fintech companies. Our team was tasked with creating a distinct sub-brand that would exist within the HSBC ecosystem while establishing its own identity as an agile, innovative space.
The primary challenge was developing a brand identity that would maintain appropriate connections to the established HSBC corporate brand while creating a distinctive personality that would appeal to startup culture and technology innovators. The brand needed to communicate openness, collaboration, and innovation while maintaining the trust and reliability associated with HSBC. Additionally, the visual system had to function effectively across both physical spaces and digital platforms.
We began by developing a strategic positioning that positioned CO.LAB as a “gateway between established banking and financial innovation”—a space where traditional banking expertise meets entrepreneurial thinking. This positioning informed all aspects of the visual and verbal identity. The logo treatment maintained a connection to HSBC through the use of the bank’s distinctive red and white colour scheme, but introduced a more contemporary typographic treatment and a dynamic graphic element that suggests collaboration and connectivity. The name “CO.LAB” was stylized to emphasize both collaboration and laboratory-style innovation. We expanded the colour palette beyond HSBC’s traditional red and white to include vibrant blues and greens that reference technology and growth, while using the red more selectively as an accent. This created visual distinction while maintaining brand recognition. Typography shifted from HSBC’s more conservative corporate fonts to a system that pairs a modern, geometric sans-serif with a more technical monospaced font for digital applications, reflecting the initiative’s focus on technology and innovation. For the environmental design of the physical CO.LAB spaces, we created a system of graphic elements inspired by circuit boards, data flows, and collaborative networks that could be applied to walls, glass partitions, and wayfinding. These elements were designed to be adaptable for different locations while maintaining a consistent visual language.
The CO.LAB brand has successfully established itself as a recognized innovation initiative within the financial sector, attracting partnerships with promising fintech startups while maintaining HSBC’s reputation for stability and trustworthiness. Internal metrics indicate that the initiative has exceeded targets for startup applications and partnership engagements by 30%. The distinctive branding has helped attract talent from both traditional banking and technology sectors, creating truly collaborative teams. The physical CO.LAB spaces have become valuable assets for HSBC’s public relations and marketing efforts, frequently featured in business and technology publications as examples of how established financial institutions can embrace innovation. The brand has received multiple design awards for its successful balance of corporate heritage and startup energy. Most importantly, several successful financial products and services have emerged from the CO.LAB initiative, demonstrating that the brand has effectively delivered on its promise of meaningful collaboration between established banking and emerging financial technologies.
