Rusu+Bortun Brand Growers signs “Under the Lion’s Hat” project, for ING Bank Romania


Rusu+Bortun Brand Growers continues the partnership started with ING Bank Romania in 2010 with “Under the Lion’s Hat”, a project for cultural involvement targeting bank’s corporate clients.

In 2012, ING Bank decided to expand its presence in the cultural life and, starting February, initiated a mini-guide of entertainment, a selection with the best plays of the year in Romania, that ING recommends and offers to its corporate clients. The strategy, naming, visual identity and communication concept “Under the Lion’s Hat” were developed by Rusu+Bortun Brand Growers.

“Under the Lion’s Hat” is an initiative that borrows ING brand’s values and marks the involvement of a contemporary bank in the area of culture and entertainment. The dare was to integrate different types of events under a coherent and unique umbrella. Therefor, platform’s naming hints towards the surprise coming from the brand. The visual identity is a playful one, ready for show and positions ING Bank as the host of these plays. Because, practically, the role ING Bank plays in all the story is being the one to select the plays it invites clients to watch. We decided to decline the identity for more types of events and to keep, as red wire, the top hat – graphic symbol that reunites the idea of surprise, play and host

Alexandra Ionescu

Account Director Rusu+Bortun Brand Growers.

The team working on the project included Marc Bortun – Senior Designer & Creative Partner, Maria Manolescu – Senior Copywriter, Catalin Rusu – Creative Director & Managing Partner, Octavian Budai – Designer, Alexandra Ionescu – Account Director, Agnana Lungu – Ilustrator and Luiza Olaru – Production Manager.