Unbanking a Bank: Emotion Over Product, Global Library
ING transformed its visual identity by shifting from corporate to human-centric storytelling, creating a global photography style that captures emotion rather than product. Total Design led the effort, developing a service desk to manage bespoke shoots and ensure consistent implementation across markets. The result is a library of over 5,000 on-brand images that reflect ING’s diversity and energy, fostering authenticity and adaptability. The new visual language connects across cultures, empowering people to ‘do their thing.’ The project emphasized authenticity and flexibility, with a continuous stream of new content and ongoing training for global markets. The outcome is a visual identity that aligns with ING’s mission of helping people realize possibilities and embrace freedom, making the brand feel alive and relatable worldwide.
