ABN AMRO Rebrand — Built on 200 Years of Legacy

ABN AMRO - Refresh

ABN AMRO is a bank for people who want to progress in life on a personal and business level and in society at large. The brand positioning created by ACE is about embracing the emotive drive to start something new. For every new beginning. (NL: Voor ieder begin)

My role: Creative direction on the brand identity, from start to delivery. I assembled the team and led the work with Simon van de Rijdt as part of ACE. We built the visual system around the Ripple: a spark set into motion, an idea accelerated by ABN AMRO's expertise. 200 years of legacy, made for the present. We crafted a brand identity that captures moments of breakthrough, excitement and entrepreneurial spirit.

ABN AMRO - Concept

Visual device - set into motion

Visual device - dynamic application

Logo - Press play to begin

Motion Idents

The new branding captures emotional moments of breakthrough, excitement and entrepreneurial spirit.

ABN AMRO - Rotterdam Large OOH

ABN AMRO - Billboards

ABN AMRO - Digital screens

ABN AMRO - Social

The graphical device is the visual translation of ABN AMRO's values - drive, expertise and captivating energy.

ABN AMRO - App

ABN AMRO - Digital Billboard

A brand world made for current society with the aim of making ABN AMRO more human, open and accessible.

ABN AMRO - App

ABN AMRO - Social

ABN AMRO - Guidelines

Built upon ABN AMRO's 200-year legacy, made for the present.

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