Rebranding ING Direct to Tangerine
Are you ready to see the new face of ING Direct? Coming this Spring, the well-known bank will be revealing its new visual identity: Tangerine.
It was announced in a press release on November 5, 2013 that ING Direct will begin operating under its new identity, Tangerine, as of this coming Spring (ING, 2013). Part of the rebranding process included updating the interior graphics of the head offices and cafes – a project created and lead by Concrete Design Communications.
“As part of its efforts to bring its new brand identity to life in its corporate offices, Tangerine tasked Concrete to create environmental design elements to convey the bank’s corporate values and brand attributes to employees and visitors. Our solution was the creation of a diverse palette of visual elements, both two-dimensional and three-dimensional.
The design system uses a multitude of words, graphics and images that convey Tangerine’s brand attributes in a way that is authentic, animated and inspirational.” (Concrete Design Communications, 2013).
The BGM division of TI Group worked with Straticom, DPI Construction Management and Concrete Design Communications to produce and install the wall graphics at the Toronto head office and continues to work with Concrete Design Communication for the cafes across Canada. The elements produced at TI Group for the purpose of this project included duratrans, lightboxes, custom wallpapers, cut vinyls and 3M adhesive vinyls.