Nationale Nederlanden

Nationale Nederlanden is the most important insurance division of ING in the Netherlands and is a strong brand with a rich heritage. However, customer research showed that in terms of uniqueness and relevance, the company was losing its position in the marketplace. A brand revitalisation was needed, not only visually but also in products and propositions. With internal brainstorms, we managed to reorganise the product brochure portfolio from more than 100 to only 23. Together with a new fresh style and issue based copywriting, the brand's uniqueness and product relevance returned. Nationale Nederlanden is still the market leader and proud sponsor of the Dutch 'orange' football team.