Rabobank
Onze Bank
Challenge
A fresh and captivating outlook
Rabobank, a leading Dutch bank, was struggling to maintain brand relevance amid declining trust in financial institutions, the rise of fintech, and a growing disconnect with customers due to digitalization.
Their cooperative identity, once a source of approachability, was now seen as distant and corporate by younger generations. So, how could Rabobank reconnect with its customers and use its best qualities to reenergize the brand and create an impactful campaign?
Approach
Putting members first, front and center
To change that, we focused on Rabobank’s unique differentiator: it’s a cooperative with 2.3 million members, not shareholders. A bank where everyone has a voice–and anyone can participate.
By redefining its cooperative identity around these members, who serve as a "social radar" guiding the bank's investments and initiatives, we reimagined the Rabobank brand: "Our Bank," a concept that highlights community and connection. A bank created for, by, and with the people.
Solution
Our bank
The fresh campaign visual identity serves as Rabobank’s wow factor, where the brand feels familiar yet modern, while being instantly and unmistakably recognizable. With a flexible and layered design approach and intuitive icons, Rabobank’s message to its members is not only clear but enhanced.
This approach is amplified through Rabo Next, a TikTok platform where Rabobank gathers insights from young people by not just listening, but actively engaging with them. From the challenges of buying your first home to budgeting through university, we keep financial discussions fun, lighthearted, and digestible.
