To develop this recruitment campaign for global bank ING, I began by researching their brand identity. ING’s communications consistently feature real people with vibrant, diverse personalities, so it was essential that my campaign reflected this spirit.
Understanding how ING speaks to its audience, I knew the call-to-action needed to resonate personally with software developers. While reviewing a live job listing on ING’s careers site, I came across the phrase: “In your future squad/team...” This immediately sparked the idea of a squad working collaboratively and skilfully, like a team of fighter pilots on a mission.
To visually represent this, I chose to depict a model wearing flight goggles. To ensure the concept aligned with ING’s brand, I matched their typeface and incorporated their signature holding shapes, paying close attention to the disjointed layout style seen in other ING adverts. I also recoloured the model’s shirt and bow tie to ING’s iconic orange to reinforce brand consistency.
The final result is a responsive Google Display advert that not only aligns with ING’s visual identity but also reflects their values and speaks directly to the target audience.
