The Postbank was a large Dutch bank, which went on to become part of ING Group. With 7.5 million private account holders it was one of the largest providers of financial services in the country. It was founded in 1881 by the national government as the Rijkspostspaarbank. In 2005 the Postbank brand identity underwent an extreme makeover. We introduced the term ‘Smart Banking’. Being closer and relevant to the customer, making things simpler. For people who are self directed Postbank offered easily understandable, reliable and accessible products. The brand identity we developed was refreshingly functional, clutter free, simple, only what’s necessary, with cyan blue as strong anchor, Rockwell as a bold and distinctive typeface and real life photography, as opposed to other banks at that time.