My award nominated submission to D&AD NewBlood 2024 answered a brief set by HSBC- To connect an UHN/W audience to the true power of international networks. Four regions were offered as options to focus the project on and of those I chose the MENAT- The Middle East, North Africa & Turkey.

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I made a connection between HSBC's iconic hexagonal logo and the traditional methods of creating arabesque tessellating patterns, a cultural motif that can be found across the MENAT. HSBC's logo mathematically fit within the structure of these patterns and can therefore act as the foundation to it's tessellation.

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The animated advertisement along with all of the development and proposed implementations of the concept can be viewed below or on the D&AD website:

 

https://www.dandad.org/awards/new-blood/2024/hsbc/4522/hsbc-were-here-for-you-menat/