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.