Shaken & Stirred - Influential Brand Profiling and Positioning

Kleenex, Kelly Hoppen,, Greenwich Design, HSBC

Kleenex® has announced a design-focused campaign which sees the brand partner with internationally renowned interior designer, Kelly Hoppen MBE.

Kelly, who is widely regarded as one of the leading British interior designers, is working with Kleenex to consult on, inspire and guide the design process for the autumn range of Limited Edition Collection Cubes by tapping into young creative talent.

Talenthouse, an influential online community for artists and creatives, will publish a brief by Kleenex and Kelly and, over a six week period, designers will submit their concepts for the new range, drawing on current and future home, fashion and interiors trends.

Supported through PR and social media activity, this is the first in a series of design initiatives that Kleenex will be launching. The campaign will catapult the brand into the design arena and position the tissue boxes as stylish yet affordable home accessories. has been shortlisted across five categories at the highly respected A4U Performance Marketing Awards, which showcase the very best activity within the affiliate and performance marketing sector.

The leading shopping website has been shortlisted for Most Incremental Performance Marketing Campaign, Best use of Email for its work with Clarks and Best Brand engagement for the site’s innovative campaign with Thorntons. In addition has been nominated for Best Retail Publisher and Best use of Affiliate Marketing as part of a Multi-Channel Campaign for a hugely successful campaign with Warehouse in late 2012. has a history of success at the Performance Marketing Awards, winning numerous accolades across a range of categories including Best Retail publisher, which it’s won for the last four years running.

Design agency Greenwich Design has won three awards in as many weeks for its rebranding work for HSBC, working as part of an international team of rebranding experts led by image management business GLIMMA.  The team has been recognised for its role in one of the world’s most effective rebrands in the 2013 REBRAND 100 Global Awards in New York.  In addition it scooped silver awards for ‘Best Brand Implementation Across Multiple Markets’ and ‘Best Brand Guidelines’ at the Transform Awards 2013 in London.

The GLIMMA team, with Greenwich Design working as the official design partner for the project, delivered a global design solution for the internal and external wayfinding at HSBC’s corporate and business locations, from Singapore to London and Geneva.  Greenwich Design also created the brand implementation documents which provide clear, simple guidelines that enable all stakeholders to implement watertight brand consistency for individual markets, while still exuding local flavour.

The design strategy from Greenwich Design had to carefully balance the retail brand with a simple, flexible and sophisticated design that would deliver an appropriate environment for HSBC staff and business visitors.  This had to take into account the wide variety of buildings HSBC occupies and the functions that each perform.  Ultimately, the design was created to attract and inform, not to advertise. It used a perfect blend of clean typography and simple graphics that combined functionality with style. A range of colours was chosen which complemented HSBC’s corporate red, white and black and was sympathetic to working environments, along with subsets for very specific functions and locations within the HSBC estate.


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