ASN bank
Brand Identity
STRATEGY & POSITIONING
Self-initiated rebrand exploring how to close the gap between brand recognition and emotional connection.
For six years running, consumers have voted ASN Bank the most sustainable bank in the Netherlands. Yet their communication wins on content but loses on feeling. Too abstract, too safe, not distinctive enough. The result: they fail to attract a new generation.
The gap between being recognized as "the most sustainable" and feeling like "the best choice" needed to be bridged. People know ASN does good work, but don't feel emotionally connected to it. The rebrand introduces "Bankieren met richting" (Banking with direction) – a proposition that combines agency (your choice) with ease (we do the complex screening work).
Direction here means more than just mission. It also means function: clarity, readability, modernity with a classic touch. The approach deliberately avoids translating "direction" into dynamic animations or hyperactive visual language. Instead, direction stands for overview, structure, and accessibility. No clutter, just clarity. No trends, just timelessness.
The tone of voice shifts from abstract to concrete. From "we invest in sustainability" to "your money works on solar energy, not fossil fuels." From passive to active, from cerebral to emotional. Honest, concrete, inviting, action-oriented.
Client
Own initiative
Services
Strategy + Brand Identity
Year
2026
VISUAL EXECUTION
The rebrand introduces Tiempos for headers – modern yet timeless, warm without being soft. The slab font remains exclusive to the logo, keeping it distinctive. For body copy, Open Sans is replaced with Söhne for better digital readability and balance.
Each pillar gets its own color: green (climate), cyan (biodiversity), pink (human rights). Color isn't decoration but meaning. The system is functional, not frivolous.
Authentic photography shows real people in Dutch landscapes. Movement, direction, freedom – not posed but spontaneous. Line art illustrations support where needed (icons, data visualization), but never dominate. Photography carries the emotion, line art provides structure.
The logo received subtle refinement: optical correction of the squirrel for better balance, a stronger serif, and slightly more weight in the typography. Not reinvented, but refined. Precisely what a good refresh should be.
The homepage balances mission and function. "Bankieren met richting" as the hero, quick access to products and services, and concrete impact through the three pillars. Each with numbers, not vague promises. 3,200 hectares of forest protected. 12 ocean projects financed. 500 fair jobs supported.
The result is an identity that feels like ASN should have always felt: warm without being soft, ambitious without being preachy, accessible without being superficial. From safe to conscious. From abstract to tangible.
