ING “do your thing”
In 2019, Amsterdam-based design/branding agency Total Design took on the task of redefining a bank. But not just any bank, one of the largest banks in Europe—ING.
“The new brand photography style is vibrant, energetic and full of life. It reflects the brand mentality that is brave and a bit bold.”
As per the new brand philosophy, ING photography had to embody the “freedom mentality” of their new global tagline, “do your thing.” And by “your thing” they mean whatever it is that brings joy to your life. Whatever brings color to your life. What breathes life into your every day. Life is bold, the photography should reflect that.
After joining Total Design as a photography consultant, my responsibilities included overseeing the searching, management and activation of a library of stock imagery assets for a brand portal migration to over 15 global markets. Over time, I was entrusted to consult and guide vendors, stakeholders and partners on maintaining this all-encompassing photographic style as the Creative Director of Visual Content and creative lead on all ING photography projects.
When COVID-19 restrictions began to abate, and photography productions resumed, I became the primary contracted ING global photographer through Total Design.
<< key responsibilities >>
creative direction • visual content creation
stock imagery search • digital asset management • presentation
Bespoke photoshoots
After a challenging and long year of coronavirus lockdowns, curfews, vaccination regimes and production freezes, principle photography productions resumed in late 2020. By mid 2021, Total Design and ING would begin shooting bespoke productions; starting with ING Netherlands. After a year of scouring several stock agency inventories for the magical moments and “lucky shots” that colored the DYT brand look, select markets needed imagery that solved more specific communication challenges not solved by stock.
My nearly 20 years of experience as a freelance commercial and editorial photographer would come to the fore as I was entrusted by ING to capture the DYT look in bespoke photoshoots for such products and services as home loans, corporate sponsorships, small business financing and personal retail banking. Below are examples of original content created for ING.
Mobile executions for unique regional markets.
Photography Guidelines & Digital Asset Management
The newly minted ‘do your thing” (DYT) visual identity required all new assets. A lot of new assets. Over the last two quarters of 2020, I worked in unison with a dedicated agency Service Desk Manager in the search for nearly 3,000 stock images that had to fit the very specific, yet somewhat subjective criteria of the DYT “look.”
Additionally, all images were keyword tagged for ultimate inclusion in a Digital Asset Management (DAM) platform to be accessed by global key stakeholders at ING for easy searching, downloading and implementation by marketeers and partners. The DAM was delivered on schedule and on budget.
ING Digital Asset Management (DAM) platform.
credits:
agency: Total Design
executive creative director: Eddy Wegman/TD