HSBC - Proud Of More

As a co-chair and council member of Wunderman Thompson’s and WPP’s LGBTQ+ Networks, I helped lead the creative launch and development of HSBC’s global pride initiative. As part of this work, we created a new HSBC logo, featuring the pride progress flag to recognise people of colour.

The insight behind the Proud Of More campaign was simply that many LGBTQIA+ people want to be seen for more than their labels. They are proud of them, but they are more than these. And so, instead of focusing on covering everything in rainbows, we convinced HSBC to shine a light on the people behind them.

Creative partner: Alice Booth

The campaign won an Economic Times Brand Equity Shark Award.