One research program.
Four levels of storytelling.
Our conversations have evolved from creating animated charts toward a broader framework for communicating research at multiple levels of depth — one consistent editorial ladder, grounded in a single source of truth.
One research program.
Four levels of storytelling.
Our conversations have evolved from creating animated charts toward a broader framework for communicating research at multiple levels of depth — one consistent editorial ladder, grounded in a single source of truth.
Before proposing any creative direction, our attention turned first to understanding HSBC's publishing ecosystem — the cadence of the reports, the recurring editorial structures, the visual conventions that give the research its voice.
What emerged was less a list of ideas and more a set of patterns worth building on.
Rather than beginning with technology, we begin with real stories already present in the report. The three below are illustrative — placeholders offered only to make the framework tangible.
A market-level investment story demonstrating recovery, momentum and changing funding patterns.
A thematic deep dive illustrating how emerging investment categories can be communicated through multiple levels of narrative.
A systems-oriented narrative combining multiple charts, commentary and supporting evidence into one cohesive story.
The same research narrative can be expressed at four progressively richer levels. Each level adds context, evidence and depth without replacing the one before it.
The fundamental building block — the visualization itself.
The chart placed into editorial context with supporting narrative.
A complete editorial experience combining narrative, evidence and figures.
Multiple sections form one connected research experience.
Every narrative can exist at every editorial level. What changes is the depth of the treatment, not the underlying source of truth.
One story.
Multiple expressions.
Rather than beginning with the question “what should we animate?”, one possible approach is to begin with the stories already present in the research — then express them at the level of depth the audience and moment require.