ABN AMRO Risk Advisory Services
2008 REBRAND 100 Winners > notable
Industry: Financial Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Risk Advisory Services (RAS) is the risk consultancy business of ABN AMRO, the Dutch-based international bank, advising other banks on how to grow and profit from better risk management of their businesses, whilst ensuring compliance with international regulations. Challenge - The challenge was to define a brand positioning and identity which captured ABN AMRO RAS's unique offer and communicated its difference from both generalist management consultancies and other specialist risk management firms. The identity also had to link the consultancy to ABN AMRO whilst at the same time give RAS enough visible independence so that it would appeal to competitor banks. Strategy - Our preferred concept was 'Risk: Let's look again' - a concept that encourages clients and prospects to consier the new consultancy ant to think of risk as a driver for growth, rather than something to be avoided. Result - Our exploration for the 'look and feel' had to work within the constraints of the ABN AMRO guidelines, but by selective use of layout and colour we were able to create a look which also gives RAS clear distinction in the marketplace. The response from the ABN AMRO RAS team was overwhelmingly positive. Credits: Client: ABN AMRO Risk Advisory Services - www.abnamro.com Brand Strategist/Designer: FHD - www.fhdlondon.com [back] |
