REIMAGINE LAB

ING was one of the first digital banks in Australia and a leader in financial innovation. With the big four and other challengers this space has closed considerably. To accelerate ING’s innovations and return to the top of digital banking, Reimagine Lab was born. It’s purpose was to collaborate with all teams from Marketing to Engineers in removing hurdles for the customer in innovative ways. The brand identity needed to speak to both the complexity, collaboration and innovative perspectives. On top of conceptual design the identity also needed to adhere to strict brand guidelines. Simple line work from the iconography suite, coupled with colour usage and injection of brand imagery gave RLab a distinctive look while feeling apart of the ING family.