ING Private Banking — financial brochures on wooden table

♦ BRAND DESIGN

ING Private Banking

My arrival at ING coincided with an evolution for the Private Banking arm. As the bank reorganised to make our segment a central pillar, we leaned heavily into digitalisation. That new energy allowed us to refine the client journey, from launching fresh products to improved digital & in-person experiences.

ROLE
Visual Designer
TEAM
Cross-functional squad (Data Analysts, Marketeers, Copywriters, Content Specialists and CJEs)
YEAR
2025–Present

Projects

Since January 2025, I have worked with cross-functional teams to repackage and elevate our core proposition. As the segment’s sole designer, I sit between strategy and delivery—turning direction into tangible collateral, templates, and experiences. The tabs below walk through five workstreams and what each one aimed to achieve.

ING Private Banking — Private Markets Day 2025 event, campaign screen and partner logos
ING Private Banking — Private Markets digital campaign assets
ING Private Banking — Private Markets marketing application

Private Markets Day: An event celebrating the success of Private Markets, with guest speakers from our partners.

Private Markets regional events & event materials.

The private markets guide being enjoyed at an event.

Private Markets

Launched in 2022, our Private Markets proposition gives clients access to a curated network of 10 leading partners, unlocking exclusive opportunities in Private Equity, Private Credit, Infrastructure and multi-alternatives. In 2025, our marketing department launched our first standalone blockbuster campaign, pairing it with our new unique visual identity. The deliverables included a full suite of digital campaign assets, complemented by a printed brochure that introduces clients to the world of Private Markets.

Results

€1.64B

AUM since launch

€863m

2025 Inflow

1500+

Guides downloaded