About
A brand awareness film created to support NN’s global rebranding, communicating a simple but critical message: while the name changes, the values remain.
Developed as part of a creative tender with Laboratory Group Agency, the project included art direction, film concept, and supporting communication materials to engage both customers and employees throughout the transition.
Client
ING Insurance, Nationale Nederlanden
Industry
Financial Sector
Deliverables
Art Direction / Campaign & Internal Communication
Challenges
NN’s rebranding marked a significant shift, from ING Insurance to an independent global brand. The challenge was to communicate this change with clarity, while reinforcing continuity and maintaining trust. Following the separation from ING after the 2008 financial crisis, NN needed to establish a consistent identity across markets without losing the legacy it had built over more than 175 years.
The task was to translate this complex transition into a clear, emotionally resonant message, one that would connect past and present, and make the change feel seamless rather than disruptive.
The selected concept centered on a logo metamorphosis: the iconic ING lion transforming into NN’s new identity. Using orange as a unifying element, the film visualized values migrating from one form to another, creating a symbolic and cohesive transition.
This idea extended beyond the film itself. Employees became part of the process through a flashmob event, contributing personal values placed into orange capsules, turning the rebrand into a shared, lived experience.
To support engagement, internal communication materials were developed, including motion and static posters that introduced the concept and encouraged participation, creating alignment across the organization.
The outcome
The result was a fully art-directed concept for a 1:14 minute brand film, supported by a clear strategy and visual direction that aligned all stakeholders.
The campaign successfully brought NN’s message to life, reinforcing continuity while introducing the new identity. It maintained customer trust during the transition and contributed to strong business performance.
Beyond the film, the project strengthened internal engagement and positioned the brand with clarity and confidence. Following the successful tender, Laboratory Group Agency became NN Hungary’s official partner, continuing to develop communication across multiple touchpoints.
