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D&AD NEWBLOOD 2024

My award winning 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.

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.

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/

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