The financial crisis and a deep rooted distrust of financial institutions in the Netherlands created the need for SNS to listen more to their customers, to simplify their offer and to do things differently.
Fortunately challenging the status quo has always been in the DNA of SNS. As such it was time to take on the other three big Dutch banks and to rethink the business of banking. Loud, clear, simple and proudly purple.
The clarity, distinctiveness & freshness of the identity together with this new approach to banking has quickly been accepted and embraced by the public. This resulting in an increase of new clients and mortgages being closed.