APG's Trust-Driven Rebranding for Dutch Pension System
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After a century of being regarded as one of the world's best pension systems, the Dutch pension reform introduced uncertainty and eroded trust. Total Design created a hero concept tailored for three funds—ABP, SPW, and bpfBOUW—to reinforce confidence in the new system. By comparing the pension system to national icons like the Delta Works, the project rationalized renewal while evoking emotional resonance. Each fund received a unique film that mirrored their core values, fostering a sense of belonging and trust. The result was a cohesive rebranding that preserved the system's legacy while adapting to the evolving landscape. The films created synergy, strengthening the connection between the public and the funds behind the system.
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Case study originally published by Total Design:
February, 2026
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