Brands
Tribes wins Gold at Montreux Awards for HSBC’s Living Hexagon
Kinetic installation at GIFT City reimagines brand logo as immersive space
MUMBAI: Tribes has clinched a Gold at the Montreux Awards for its campaign ‘The Living Hexagon’ created for HSBC India, placing the work among globally recognised creative projects in design and communication.
At a time when most brand identities remain static, the campaign took a more dynamic route, asking a simple question: what if a logo could move, breathe and interact with its environment? The answer came in the form of a kinetic installation at GIFT City, where the iconic HSBC hexagon was transformed into a living structure shaped by wind and light.
Designed to evolve through the day, the installation does not just sit in a space but responds to it, creating an experience that changes with time while maintaining the integrity of the brand’s visual identity. The idea was to move beyond one-time visual impact and instead create something that reveals itself gradually.
Tribes chairman Gour Gupta said, “This started as a question, how do you work with something as iconic as the HSBC hexagon and still make it better? The answer was not in redesigning it, but in letting it exist differently. Winning at Montreux is special because it comes from a global creative lens.”
The campaign had earlier picked up honours at the ET Design and Creativity Awards, but the Montreux win positions it on a wider international stage, where ideas are judged not just for originality but also for how they function in real-world environments.
More broadly, the recognition signals a shift in branding, from placing messages within spaces to creating experiences that become part of them. For Tribes, ‘The Living Hexagon’ is less about a logo and more about a living idea that keeps unfolding.
