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Alexia Boiteau

October 2017 saw the merger of two of the oldest Dutch banks for wealthy individuals: Insinger de Beaufort and Theodoor Gilissen. The new brand InsingerGilissen gives private banking a new future.


We helped InsingerGilissen to define their new brand. The new logo was the first visible consequence of the imminent merger. 

Men in black suits, leather armchairs and stately office buildings: a typical view of a private bank. That is precisely why we chose surprising, progressive colours as the basis for our visual identity: pink and purple. At the same time, these colours give a sense of the personal attention for which the two banks are known.


Client: Insinger Gilissen

Design: New home brand launching and Identity

Role: Design & Art Direction

The website opens with a short film, based on the brand strategy 'Layers of Life'. This video is supported by a timeline, which focuses on the three phases that customers go through. The timeline also functions as a navigator: when you click on a phase, you land on the corresponding InsingerGilissen services. Images from the video can be found throughout the website. We also drew up guidelines for photography. In this way we ensure a perfect connection between image and design.

Brand strategy 'Layers of Life'

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