Jade is a membership program for HSBC Premier, carefully tailored to become a meaningful part of the lives of their most valuable clients. We knew that design would play a pivotal role in navigating us away from the plethora of clichés that exist within the luxury category, perpetuated by the many high-end brands trying to connect with this valuable audience. The visual identity of Jade has been crafted with elegance, exclusivity and the balance of Western and Eastern cultures in mind, and is now poised to continue its journey towards becoming as valued in the lives of its members as the precious gemstone that is its namesake.