For the business market, ING required an animation style that relied less on storytelling and emotion. Therefore, we developed an almost 'infographic-like' animation style for them, without the use of characters. This way of processing information is called 'top-down' or 'endogenous' as it is based on personal interest. It's direct and to the point, yet still clearly linked to the consumer style we had previously created for them, maintaining a cohesive visual identity.
