HSBC are big on local knowledge. For this brief the banking giant wanted to highlight its local knowledge and expertise to its business customers. was created to be a must-visit site for business travellers to get the low down on very subtle elements of business etiquette in nine wildly different cities (plus cool places to visit). I dove into the cultures of these cities and winkled out all sorts of local business customs, writing the copy in a friendly and smart tone. Sadly, I didn't go on the whirlwind global photo shoot for the site...except if you count the London one.