Differentiation within a unified brand

The Challenge. In order for ING Wholesale Banking to stand out clearly amongst competitors and the other ING Business Units, they needed to develop their own visual language and communications concept.   

The Solution. VBAT developed a visual identity that used all of ING’s identity elements and developed one additional graphic element; the ‘focus brackets’. The unique usage of ING’s palette in combination with the focus brackets clearly set them apart from the rest.