Co-ordinate the brand identity in a bank merger

Postbank and ING Bank Nederland have been known as ING since 2009. With this merger, ING unites the capabilities of both banks and benefits from the brand awareness of ING. Both banks have been given a new brand identity that suits the new positioning of ING.

We have supervised the rebranding process in several areas. The challenge was to perform a smooth rebranding process within various business units. We analysed the situation, advised ING on how to proceed and partly managed the rebranding programme and designed the project organisation. We supervised parts of the creative process and had an overall co-ordinating role. We implemented the actual programme of change - for instance the light signage at all principal and district office locations - within several business units.