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ING's Unbanking a Bank: Humanizing the Brand Through Authentic Photography

Agency
Total Design
Brand
ING
Platforms
None
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ING's Unbanking a Bank campaign redefined its visual identity by shifting from corporate imagery to a human-centric style that captures real people doing their thing. Total Design led the creation of a global photography library featuring 5,000 on-brand images that reflect diversity, authenticity, and energy. The project established a service desk to manage bespoke shoots and ensure consistent visual storytelling across markets. The result was a brand experience formula that prioritizes emotion over product, making ING feel alive and relatable worldwide. "TD is that rare creative challenger that drives us to show that we are unlike other banks," said the team.

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Published around: November 11, 2025 ?
Added to Agency Inside: March 22, 2026

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