ING CDC Pension Fund Strategy, Branding, Digital Communication

The Client

On January 1st 2014 the ING CDC Pension Fund opened to ING employees. The strict regulation of pension funds makes this type of corporate communication exceptionally challenging. Tough challenges are what we like best.

Brand identity

Working closely with ING CDC we co-created an appealing creative brand strategy, clean, bright and personal brand identity and communication that adhered to the stringent regulatory guidelines.


In the traditional field of pensions, print is still an important communication channel to really connect with the target audience. So we created a toolkit to support that.


To add a more human touch to the communication, we created a clear set of icons to simplify the explanation of the complex regulations of pensions in The Netherlands.


To meet all the expectations of the different users, we developed a fully responsive website. This corporate website delivers up-to-date tailored information to employees, former employees and pensioners about their specific situation.


An intelligent, easy to use Content Management tool translates up-to-date figures into easy-to-read graphics. This gives visitors all the information they need quickly and with simple clarity.


To speak to the “smart-phone generation”, we created a mobile website using a unique content hierarchy.

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