ING Direct
ING Direct was turning an online bank into a real-world relationship—opening Punto Arancio spaces in Rome and Milan while Conto Arancio scaled fast. The brief: make finance feel intuitive, human, and unmistakably orange. A bank with an attitude, not a branch.
I built a recognisable language around the brand’s orange “pumpkin” symbol, translating it into retail design rules, operational marketing, and loyalty/referral mechanics. From card design to in-store toolkits, we made every touchpoint unmistakably ING: clean, friendly, and built for speed.
Disciplines:
Branding, Identity, Content, Consumer Engagement, Retail, Visual Identity & Design.
Client:
Ing direct
Agency:
Leo Burnett
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