ING Campaign brand refresh
Overview
ING Bank aimed to refresh its brand with the new tagline, ‘Do Your Thing,’ to create a more customer-focused digital experience. This project involved designers and developers working together to update ING’s campaign pages and digital materials to align with this new identity.
My Role
Collaborated with the development team, project manager and lead designer to implement a new design system. Focused on designing and integrating UI components, ensuring all ING pages and devices had a consistent look and feel that matched the updated brand guidelines.
The Team
1 x Project Manger 2× Designer 2 x Developers
Year
2020
Agency
Lash Creative
Process
Enhancing customer experience with ING’s digital refresh
ING aimed to modernise its digital presence to align with its new brand identity and boost customer engagement. The goal was to provide a cohesive, visually appealing interface that would enhance the online banking experience and foster stronger customer connections.
Updating campaign website and digital collateral
Revamped digital collateral and campaign pages to incorporate new brand elements, organising content for clarity and ease of use.
Ensuring a dynamic and up to date Design System
Established a flexible design system regularly updated to support evolving product needs, ensuring consistency across all digital assets.
UI component organisation
Structured UI components into a clear and logical hierarchy. This method involved categorising components by their complexity and use case, from basic elements like buttons and input fields to complex sections like forms and calculators. This approach promotes reusability and consistency across the design system.
Grid system and responsive design integration
Implemented a standardised grid system to ensure that the site maintained visual harmony across different devices, improving the overall user experience.
Design component implementation guidelines
Provided clear guidelines for implementing design components such as typography, colours, and buttons, covering their structure and styling. Regular updates and team collaboration ensure effective guidance for feature implementations, fostering a cohesive and user-friendly application.
Outcome
The refreshed campaign pages and digital collateral provided a consistent, engaging user experience, aligning with ING’s new brand identity. This update enhanced visual appeal and usability, likely driving higher user engagement and conversion rates. While specific metrics were not measured, expected outcomes included increased customer satisfaction and positive feedback.
Impact and next steps
The successful brand refresh positioned ING as a modern, customer-focused bank, enhancing its digital presence. The established design system will support ongoing updates and future projects, ensuring ING can adapt to changing customer needs and market trends efficiently.