ABN AMRO Commercial Finance
ABN AMRO Commercial Finance UK is part of the ABN AMRO group, one of the largest banks in the Netherlands serving retail, private and commercial banking customers across the globe.
We were tasked with creating an advertising campaign, targeting the Private Equity and Accountancy sectors. The aim of the project was to increase awareness of Asset Based Lending (ABL) as the funding solution to drive considerably greater liquidity and maximise financial returns, and to position ABN AMRO as the business partner for funding growth.
- Online banners
Working closely with the ABN AMRO team we quickly gained an understanding of the benefits of Asset Based Lending together with their company values which were to be communicated.
Our creative solution was simple. We used words which not only communicated the key messages, but also highlighted the letters ABL (Asset Based Lending) through typography.
For maximum cut through, stereotyped financial photography was avoided in favour of contemporary icon-style illustrations. These supported the key benefit led messages that drove each advert. The ABN AMRO corporate colours of green and yellow strengthened the visual impact even more.
The 12 month campaign appeared across Real Deals (the leading media channel for Private Equity) and various Accountancy publications covering print, online, and social.
Work shown designed whilst Creative Director at
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