At the time I wrote this, banks had a reputation for treating many small businesses as basically the same as each other. And that annoyed SMB managers. Each thought his or her business was different – unique even. My copy acknowledged their business’s uniqueness, and this approach helped win new clients for HSBC Commercial Banking.
I created this pack with art director James Garside.
Although I don’t have figures, I remember our client being very pleased with the results the pack achieved.