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Rebranding ASN Bank
On 1 July 2025, de Volksbank and consumer brand SNS merged into a single new brand, ASN Bank. A major undertaking, especially for the website. The priority was a modern, accessible and well-structured corporate website. A site that would reflect the forward-thinking character of the renewed ASN Bank. With a focus on future-proofing and performance, the bank turned to WHITE as a Craft CMS partner. Demian Polane, Communications & Content Specialist at ASN Bank: “We didn’t want to just put a new label on the old website. That’s why we decided to start completely from scratch together with WHITE.”
UX Design
Web Development
Craft CMS Implementation
Accessibility
A fresh start online
The idea for a new website had already been in motion before the rebranding to ASN Bank was on the table. “In August 2024, we first reached out to WHITE because our existing website had become too large and unstructured,” says Demian. “We were running into limitations with our CMS. The features we had at our disposal simply didn’t work for us anymore. We were looking for a sustainable solution that could grow along with us.”
The project was temporarily put on hold when it became clear that de Volksbank would transition into ASN Bank. At that point, a new look and feel was no longer enough, the project evolved into a full-scale rebranding.
Choosing WHITE
WHITE was no stranger to ASN Bank. From previous projects, WHITE had already demonstrated its expertise in Craft CMS. What stood out most was their proactive, strategic approach. “From day one, WHITE didn’t just do what we asked, they came up with ideas, solutions and critical questions themselves,” says Demian. “They regularly suggested better alternatives, which made them a truly valuable extension of our team.
The rebranding of a financial institution is incredibly complex, and the corporate website was just one of many components. It was great to have a partner who could support us in this area.”
Strategic redesign
Over the years, the original corporate website had grown into a collection of pages and landing pages without a clear customer journey.
Demian: “The site had grown organically, without a clear strategy. And because our CMS offered little flexibility, it was hard to maintain structure and oversight.”
The solution was to go back to basics. Together with WHITE, ASN Bank determined which content was relevant for their various target audiences. That formed the basis for a more efficient site architecture with a clearer focus. “We wanted drag-and-drop flexibility, easy restructuring and a modular setup that can grow along with us. Thanks to WHITE, we were able to upgrade to a modern Craft CMS environment that makes all of that possible.”
WHITE also supported ASN with tricky decisions around redirects, SEO continuity and accessibility guidelines. “We reconsidered every page and every detail.”
Going live
On time and complete
With 1 July 2025 as the official launch date, there was a tight deadline. It was achievable thanks to weekly check-ins, fast turnaround times and solid project management. Demian: “We had a fantastic project manager. It was all about planning, clear communication, and anticipating issues before they could arise.”
The website went live on 30 June, just in time to take care of the final touches. “Everything worked. And the few minor issues that did come up had already been resolved by WHITE before we could even report them. That says a lot about the quality and accuracy of their work.”
Tangible Results
Efficient architecture
A 53% reduction in the number of pages at launch, resulting in improved clarity and smoother navigation.
Performance & Accessibility
WCAG-compliant structure, fully responsive design, and enhanced contrast settings for improved usability.
Security first
Successful penetration test completed before launch, ensuring full compliance with all security requirements.
Stakeholder Approval
Unanimous enthusiasm from internal teams.
Accessibility and responsibility
Accessibility is a core value for ASN Bank.
Demian explains: “We’re proud to be a bank that’s there for everyone. And when we say we care about people and society, that includes offering an inclusive digital experience.”
WHITE implemented responsive layouts, high-contrast modes and scalable typography. “At the content level, we still have a few planned improvements. We're continuing to work on that together with WHITE.”
Built-in Security
Accessibility is a core value for ASN Bank.
Demian explains: “We’re proud to be a bank that’s there for everyone. And when we say we care about people and society, that includes offering an inclusive digital experience.”
WHITE implemented responsive layouts, high-contrast modes and scalable typography. “At the content level, we still have a few planned improvements in order to fully meet accessibility standards. We're continuing to work on that together with WHITE.”
Cultural fit
Beyond deadlines, features and frameworks, there was also true chemistry.
Demian: “It might sound like a cliché, but alongside the business side of things, we also truly enjoyed working together. Meetings were efficient and fun. That builds trust. I believe that connection and enjoyment lead to better results.”
Connecting the brand story
ASN Bank may be a familiar name, but the rebranding marked a new chapter. The website needed to reflect that clearly.
Demian: “We’ve launched a new ASN Bank, a bank that operates in a simpler, faster and smarter way. The site reflects that. It’s informative, visual and purpose-driven. We’re happy with the collaboration and proud of the final result.”
We had a great project manager
Everything revolved around planning, clear communication, and anticipating issues before they happened. The site went live on June 30, right on time to fine-tune the final details. Everything worked flawlessly. And the few minor issues that did pop up had already been fixed by WHITE before we could even report them. That says a lot about the quality of their work.
Demian Polane
Communication & Content specialist
Want to see more?
Go to corporate.asnbank.nl/en
COFFEE?
Would you like to brainstorm about a (future) project?
Mark van Hagen
Project manager