Rabobank
Onze Bank
STRATEGY
Rabobank faced a brand challenge: trust in banks was declining, fintechs were gaining ground, and digitalization was widening the gap between banks and their customers. The cooperative identity, once seen as personal and approachable, was now viewed by younger generations as distant and corporate.
To change that, we focused on Rabobank’s one true differentiator: it’s the only bank with members instead of shareholders. 2.3 million of them. That makes Rabobank a bank that belongs to all of us. Where everyone has a voice. And anyone can participate.
CONCEPT
Rabobank redefined its cooperative identity by positioning its 2.3 million members as the bank’s social radar. They know what’s happening in the Netherlands and help steer where time, money, and knowledge are best invested.
This approach was amplified through Rabo Next, a TikTok platform where Rabobank gathers insights from young people by not just listening, but actively engaging with them.
By tapping into the power of its members, Rabobank was able to rebrand itself in a completely new way: "Our Bank." A bank for and by the people. Brought to life with communication that is insightful, flexible, and recognizable, using a fresh visual identity that feels modern and familiar.
CHALLENGE
Rabobank’s cooperative identity, once seen as personal and approachable, is now perceived by younger generations as distant and corporate. How do we change that?
APPROACH / INSIGHT
We focused on Rabobank’s one unique advantage: it’s the only bank with members instead of shareholders. 2.3 million already. That makes Rabobank a bank that belongs to all of us. Where everyone has a voice. And anyone can participate.
SOLUTION
Rabobank redefined its cooperative identity by positioning its 2.3 million members as the bank’s social radar. They help determine where the bank invests its time, money, and knowledge. This was amplified through Rabo Next, a TikTok platform where Rabobank gathers insights from young people by actively engaging with them.
This way, Rabobank rebranded itself in a completely new way: "Our Bank." A bank for and by the people. Brought to life with communication that is insightful, flexible, and recognizable, using a fresh visual identity that feels both modern and familiar.
