ING reveals refreshed logo and new ‘do your thing’ brand positioning

ING Australia has launched its new brand direction, complete with a refreshed logo and a campaign which encourages customers to ‘do your own thing’.

The new brand direction and ‘do your thing’ positioning is led by a TVC which sees the lion from the ING logo come to life, and hang-out with ING customers (in CGI form) as they go about their everyday lives.

ING head of brand, Carly Yanco, said the rebrand was based around messaging that puts customers front and centre, and encourages them to let a “modern and progressive bank” help them do the things that matter most.

“We’ve just lived through a year where the everyday things we enjoy doing have been harder to do. ‘Do your thing’ captures our desire to help Australians have the freedom and confidence to do their thing,” she said.

“We do this by removing the friction from banking and supporting our customers whenever and however they need us.

“By definition the statement means different things to different people. As a modern and progressive bank, the statement also describes how we approach our own business, differently. You’ll see us celebrate this difference in the spirit and personality of our new ads.”

ING’s new logo

The refreshed logo sees the ING lion take greater prominence, and the ING orange colouring used as the only colour other than white.

The campaign was created with Ogilvy AU, and its chief strategy officer, Toby Harrison, told Mumbrella the ‘do your thing’ campaign is about showing how ING can let Aussies “get on with the good stuff”.

“Because of a lack of confidence when it comes to their finances, we’ve found that many Australians were really struggling to live life on their own terms,” he said.

“‘Do your thing’, is an empowering distillation of the many ways ING is working to take friction out of people’s banking, so they can get on with the good stuff – whatever that may be.”

The TVC will first air on 1 March, with follow-ups to be rolled out throughout the year. Yanco said the idea behind the commercial was to show the lion as someone in the background that helps customers get on with things “without getting in the way”.

“Just like the lion in the TVCs, our people are always there in the background helping our customers to get on with their lives, without getting in the way.

“In order to be the bank that helps Australians to get on with the things that matter most to them, we really need to understand the things they’re doing that make them who they are.”

The campaign is also being supported by a report ING compiled into what Australians do that makes them “unique”. It found that 31% have turned to an optimistic plan to “have more fun” in 2021.

Credits:

Creative development – Ogilvy AU
Production – Scoundrel
Director – Tim Bullock
Media buy – UM
PR – One Green Bean

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Zanda Wilson

Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.

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topics Carly Yanco Do Your Thing ING Ogilvy Ogilvy AU One Green Beat Scoundrel UM

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