Boom Uitgevers -
a leading Dutch publisher
From a functional publisher to a recognisable knowledge brand
I developed the strategic foundation and design direction for Boom’s renewed brand identity, positioning Boom as a contemporary knowledge partner rooted in heritage, expertise and societal relevance.
ING Bank - Global Branding
At ING, I translated the ‘do your thing’ strategy into digital brand & customer experiences and an evolved brand identity in collaboration with external partners and multidisciplinary teams.
Making ING’s digital experience more human and distinctive
With ‘do your thing’ at the core, I developed an outside-in branded CX vision for ING: making the brand promise real in customer moments where personal encouragement and taking obstacles away matter most.
Unbanking a bank with 100% ING social media brand experience
Renewed social media design direction, leading into an evolution of the ING visual identity.
Branded storytelling in the ING App & Playstore
Creating a 'do your thing' brand expression, redesigning app icons and a global clean up of
all app stores.
A motion language for anything moving, internal & external
Unbanking a bank: an expressive 'do your thing' branded motion style for TV ads, social media or out-of-home. 30+ ready to use motion patterns. 40+ country adoption.
Building ING’s global Brand Community Platform
I led the project, content and experience direction for a global platform where teams could find brand guidance, tools and inspiration to create more consistent ING brand experiences — growing it from 2,000 to 295,000 users by its second year.
tesa® Industrial
Turning tesa® Industrial’s positioning into practical brand behaviour
I developed an interactive global brand training that helps product marketers move from product features to customer value, connecting messaging, tone and design to a stronger and more consistent tesa® Industrial brand experience.
Emixa
A rallying manifesto and positioning foundation for a 500+ person global digital change agency
For Emixa, I facilitated brand workshops to uncover the core promise, positioning, brand values and energy of the brand. I translated the insights into an emotionally charged manifesto that helped sharpen the brand story and resonated strongly internally.
"I really enjoyed working with Fransje on developing our new Brand Manifesto. She has the ability to get to the essence quickly and translate it into an emotional and resonant manifesto that truly captures what
our brand stands for. Beyond the result, she's simply a great person to work with energetic, thoughtful and collaborative. Till next time!"
Maritha van Klink-Doorn
Global Brand, Marketing & Communications Director @ Emixa