Postbank and ING Bank Nederland merged to form ING in 2009. With this step the ING Group’s aim was to bundle the strengths of the two banks and benefit from the high level of recognition enjoyed by the ING brand name. Both banks acquired a new corporate identity that is in keeping with the new positioning of ING.
Our task was to support this change process in various areas in a coordinating role.
The challenge was to ensure that the rebranding process ran smoothly within the context of the merger of the various business units. Following an internal analysis, we advised ING on this and, based on this advice, partly managed the rebranding programme and set up the project organisation. We supervised parts of the creative process and played a coordinating role between all internal and external parties involved. We were also actively involved in the implementation. For example, we took care of the implementation of the signage at all main and district office locations.
Ultimately, partly thanks to the role we played, this complex merger of two banks ran smoothly and efficiently.