Digital brands for pension funds.
After the financial crisis, two new pension funds were established for ING Group and Nationale Nederlanden Insurances. They needed digital-first communication, aligned with a younger digital-native audience for maximum agility and sustainability in the future.
Both pension funds needed digital branding and websites. The mission was to create communication aligned with the Dutch communication regulation Pension123 and also include the visual relationship with the well known brands of both employers. The key criteria to include were digital-first communication, on brand design and understandable content.
We developed two entirely new brands, both with their own brand identity and integrated digital-first communication toolkit. Both with a clear reference to the term pension. Since the introduction of the brands (in 2014), we reached an average score for internal user appreciation of 8.0, and an average score for clarity in online communication of 8.1.
"The Strangelove team is open-minded, technology-driven and down-to-earth. A trusted partner of many years.”
Ingrid Vleeskens - (ING) CDC pensioenfonds
What we did
Digital-first brand strategy
Corporate branding & design systems
Website design and development
Communications, campaigns & creative content