Financial growth to meet ‘Today’s Needs’ and ‘Tomorrow’s Dreams’.
ABN AMRO Bank
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The bank’s goal to achieve more for their clients is visually translated into the theme ‘growth’ on the cover.
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‘Today’s needs’, is represented by grass letters. ‘Tomorrow’s dreams’, is visualized by flower petals letters.
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The preparation for the photoshoot of the grass letters on the cover. (Photography Tobias Reymond)
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The theme teamwork is illustrated by mixing fluids. (Photography Marcel Christ)
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The theme transparency is illustrated by ice letters; solidified water. (Photography Marcel Christ)
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Spread in magazine about ABN AMRO’s Business Units.
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The sheer typographic Annual Report had a solemn and sober character.
The most important information and key figures in the Annual Report are summarized in a concise, accessible and generously illustrated corporate magazine. The brand essence and brand values of the ABN AMRO brand are woven into the magazine’s theme. Summarized in one sentence: “ABN AMRO wants to deliver on their promise to help their customers meet ‘today’s needs’ and realise ‘tomorrow’s dreams’.”
The bank’s goal to achieve more for their clients is visually translated into the theme ‘growth’ on the cover. This theme embodies financial growth as well as prosperity in general and care for the environment. ‘Today’s needs’, to strive for a solid financial bases, is represented by grass letters. ‘Tomorrow’s dreams’, the ambition to realize ones dreams in the future and to be able to harvest, is visualized by flower petals letters.
The brand values of the bank are the DNA of the organization. The brand values ABN AMRO wishes to convey are: professionalism, transparency, confidence, teamwork, ambition and innovation. On the interior pages of the magazine these brand values are shown in a text chain: the last word of the preceding sentence is the same word that begins the next sentence. The reader is thus led through the magazine from action to reaction. Adjacent to this the three themes teamwork, innovation and transparency are illustrated by pictures of water in various stages (ice, water splash, mixing fluids).