Holland: BNG

Holland: BNG

Communicating the benefits of an established bank for society

BNG is the specialist in financing public facilities. The bank contributes to quality of life in the Netherlands by playing an active role in developing reliable facilities for society.

The question

BNG wishes to be regarded as a modern, professional, reliable partner that is visible to its stake holders and that takes an integral approach to its customers’ financial needs based on a thorough, up-to-date knowledge of the public domain. In the context of disquiet in the financial markets, it is obvious that the solidity of the organization will be highly rated and should therefore be made explicit.

The challenge

BNG wants to be known as the financial service provider that focuses on the public interest. It does this by being a reliable partner for its stake holders. A partner that is able to bring high-quality expertise to bear on satisfying the financial preconditions needed for realizing projects that add value in the public domain. This may involve housing, health care, education, culture, regional development or other aspects that have a positive effect on the quality of life of Dutch citizens.

The concept

The key concept behind all creative work is a brand personality characterized as ‘new grey’. A financial services provider that is aware that its solidity and reliability are not boring (‘old grey’), but in fact its added value. New grey is solid and makes it possible to provide BNG’s story with the extremely colourful accents that it deserves. No pay off is needed in this vision. That fact is that BNG’s story is its own promise. The concept has been brought to life by shortening the name from Bank der Nederlandse Gemeenten to BNG in an open, unifying typographic logo that emphasizes the ability of BNG to cooperate with its environment.

The added value

BNG does not focus on maximizing profits but on benefits to society. This is what sets it apart from commercial banks. BNG enjoys Triple-A status and was recently voted the third most secure bank in the world. BNG’s story and its added value in the public domain is expressed in both its symbolism and its communication programmes.

To find out more about our work for Holland: BNG, please contact us directly 

Dennis Glijn

Strategy director
T +31 6 462 080 69