ING Bank
Hired as a think-tank to envision banking’s future — then to align the bank to meet it.
In 2015, ING Bank Romania didn’t come to Brandient with a logo problem. It came with a question about the future. The most modern and most loved brand in Romanian banking wanted to think — to picture the near future its customers were already walking into: a world where the mobile internet is everywhere, where banking dissolves into everyday digital life, and where new kinds of customers appear who never fit the old branch model — the gig-economy worker, the ride-share driver, the indie merchant running a business from a phone. ING used Brandient as a think-tank: to envision that future and prepare the bank to belong in it.
The thinking was grounded, not abstract. Brandient ran an internal brand audit and found a universal bank speaking in more than one register — modern and youthful in retail, authoritative in corporate, with a third, restless digital culture inside. Loved by its own people, admired by the market — but at risk of being experienced as several banks rather than one.
From the Group’s purpose and the bank’s truest advantage — its digital-innovation competence — one idea organized everything: CONNECTED. Not a slogan but a way to see the bank: technology plus ideology; a bank that lives inside its clients’ digital lifestyles and business ecosystems, where connectedness is the local form of ING’s promise to keep people a step ahead. Stress-tested against the culture, the global platform, the 2020 strategy and the real market image, the idea held. Two quiet counsels carried it into the world — the "Bank" particle beside ING while NN claimed the airwaves, and one visual platform across retail and corporate, so that one bank would be seen, and remembered, as one brand.
ING came back in 2023 for a different reckoning. Digital leadership, once ING’s edge, had become the category’s baseline; the pandemic had reshaped both how the bank worked inside and what the market expected outside. This time the question was asked of the organization itself: who are we now, and who must we become? Brandient facilitated a leadership realignment — helping the top team read their own culture honestly and realign it, internally and against the new market realities. The same root question 2015 had answered for the brand was now asked, post-COVID, of the company.
Client:
ING Bank Romania
Industry:
Banking, Financial Services and Fintech
Project type:
Brand Consultancy Specific Solutions
Date:
2015, 2023
Services:
Brand Audit, Brand Positioning, Brand Name, Narratives and Voice, Organizational Culture branding
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