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HSBC's Living Hexagon Wins Gold at ET Design & Creativity Awards

Tribes Communication and Omnicom Media have won the Gold award for Most Creative Traditional OOH at the ET Design & Creativity Awards. Their winning project, 'The Living Hexagon,' was created for HSBC at GIFT City. The installation transforms the bank's static hexagonal logo into a kinetic structure that responds to wind and light. It serves as a dynamic marker of progress and embeds the HSBC brand into the architectural fabric of the international financial hub.

Key Points: HSBC's Kinetic Hexagon Wins Gold at ET Design Awards

  • Gold for Most Creative Traditional OOH
  • Reimagined static HSBC logo as kinetic structure
  • Reflects progress, momentum, and adaptability
  • Positioned at GIFT City entry point
  • Built from modular, moving triangular units
2 min read

Tribes & OMD Win Gold for HSBC's Living Hexagon at ET Design & Creativity Awards

Tribes & OMD win Gold for Most Creative OOH with HSBC's Living Hexagon, a kinetic logo structure at GIFT City.

"Turning a fixed identity into an adaptive system that evolves with its environment while remaining unmistakably HSBC."

Mumbai, April 9

Tribes Communication and Omnicom Media have won Gold for Most Creative Traditional OOH at the ET Design & Creativity Awards for The Living Hexagon, created in partnership with HSBC's International Financial Services Centre.

The objective was to create a presence for the international bank at GIFT City one that didn't just stand out but belonged within India's emerging global financial hub.

The project began with one of the world's most tightly governed brand assets - the hexagon. A mark defined by precision, consistency, and global recognition. To express the international bank's core values of progress, momentum, and adaptability, Tribes reimagined the static logo as a kinetic structure one that responds to wind and light, shifting continuously through the day.

Built from modular triangular units aligned along a precise geometric axis, each element moves in harmony to create a seamless sense of motion turning a fixed identity into an adaptive system that evolves with its environment while remaining unmistakably HSBC.

Positioned at a key entry point into GIFT City, The Living Hexagon functions as more than communication. It acts as a marker of movement and progress, reflecting the pace and fluidity of global finance, while embedding the international bank into the city's architectural and cultural fabric.

- ANI

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Reader Comments

P
Priya S
Wow, the 'Living Hexagon' sounds amazing. I love how it's not just an ad, but becomes part of the city's architecture. GIFT City is India's future, and having art like this there sends a strong message about our capabilities. Kudos to the teams!
R
Rohit P
Creative awards are good, but I hope the budget for this kinetic sculpture was justified. In a country with so many pressing needs, sometimes these corporate art projects feel a bit disconnected. That said, the design itself is undoubtedly impressive.
S
Sarah B
As someone in the design field, this is inspiring. The precision needed to make modular units move in harmony with wind and light... it's engineering and art combined. Great to see Indian agencies winning gold for such complex work.
V
Vikram M
"Embedding the bank into the city's cultural fabric" – this is the key. It's not just a foreign brand putting up a sign; it's becoming a part of Gujarat's and India's growth story. More multinationals should think like this when they operate here.
M
Michael C
Fantastic use of OOH (Out-of-Home) advertising. It goes beyond a billboard to create an experience. I'd love to see a video of how it moves through the day. Hope it becomes a landmark for visitors to GIFT City.

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