ABN AMRO —
Rebrand, Design System
ABN AMRO - Rebrand
- Brand Identity Design
- Design System
- Motion Identity
- Digital Design
Client - ABN-AMRO
Agency - ACE
Year - 2024
- 2D / 3D Motion Direction
- Creative Consultant
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)
Together with Simon van de Rijdt, as part of ACE, we were responsible for the creation of the ABN AMRO's brand new identity from start to delivery. Built upon their 200-year legacy, made for the present.
We created a brand new identity that captures emotional moments of breakthrough, excitement and entrepreneurial spirit. The graphical elements captures a spark set into motion. It starts with an idea (human heart beat) which is accelerated by ABN AMRO expertise. Creating a ripple effect.
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 - 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
Built upon ABN AMRO's 200-year legacy, made for the present.
Executive Creative Director - Rogier van de Bruijn
Strategy - Harm Balvers, Kevin van Geest, Ralph Wisburn
Advertising
Account - Anouk van Bezu, Machteld van Woensel Kooy-Maliepaard, Ingrid te Raaij
Traffic - Sylvia Keizer
Producers - Judith Kampman, Kiek Beljaars
Brand Identity
Creative Direction - Vincent Venema, Simon van de Rijdt
Brand Design - Juul Donkers, Gino van Lierop, John Beckers
Digital Design - Kevin Kikkert
Project Manager - Valery Story
Logo Animation - Rob Wienk
Motion Design Studio - Woodwork
Brand applications - Landor
Project showcase by ACE
Head of Marketing Communications - Tanja Bom
Sr. Advertising Manager - Joost van Holten
Advertising Manager - Astrid Witteveen
Brand Strategy - Remko Herremans
Brand Manager - Leidi Nieuwenhuijs
Content Strategy - Simone Koudijs
Links
Newsroom ABN AMRO
Director - Paul Geusebroek
Photography - Daniil Lavrovski
DOP - Menno Mans
Producers - Job Sanders, Fenna Breitbarth
Casting - Pos Castelijn & Multa Casting
Styling - Lisa Anne Stuyfzand
Art Director - Harry Ammerlaan
Audio - Audentity, THNDR
Music - Emerge, Fischerspooner
Edit - Kapsalon / Brian Ent & Milan Beltman
Grading - Crabsalad / Laurens Orij