Reimagine within the brand

As one of Australia’s early digital banks, ING had built a reputation for innovation. With competition in the digital banking space rapidly growing, Reimagine Lab was created to bring people from across the organisation together. From Marketing to Engineering, the business needed to find new ways of removing hurdles for customers.

The identity needed to reflect this spirit of collaboration, complexity and experimentation, while still feeling unmistakably ING. Rather than stepping outside the brand, the creative approach looked for opportunities within it. Pushing not breaking the existing iconography, colour and imagery in new ways to create a distinctive visual language for RLab.

The result was an identity that felt progressive and different, while remaining connected to the wider ING brand.