Design and communication initiatives served the rapidly growing initiatives of HFC. Also the need of a strong profile increased.

HFC is an initiative of various parties in the financial sector and the government. Participants including banks, insurers, trading firms, pension funds, asset managers, consultancies, accountancy and law firms, the government, AFM, the Dutch Bank, Amsterdam. The objective of HFC is to develop initiatives that contribute to maintaining a strong, open and internationally competitive financial sector in the Netherlands, so that employment in the Netherlands is maintained or even could grow.

HFC concentrates its activities on a number of focus areas. In the Netherlands this has already been proven, and globalization offers many international expansion opportunities. The Dutch financial sector is among the best in the world in terms of knowledge and pension administration (Retirement Management), cheap and efficient payment (Financial Logistics) and Securities Trading (Trading Venue). The Netherlands also has considerable knowledge and expertise developed in the area of sustainability (Financial Sustainability).

Command
HCF had to get a clear view on the basis of its own, unique proposition. Total Identity did a visual analysis of the world financial centers and created a striking logo amid the predominantly generic symbolism of competing centers. In order to highlight priorities among product labels were then developed for Retirement Management, Financial Logistics Trading Venue and Financial Sustainability. A powerful typography featuring the visual identity of Holland Financial Centre. To avoid lapsing into the familiar imagery of 'exhibition', 'financial states', 'briefcases' and handshakes, the black and white photography developed by bicycle as a metaphor for a traditional Dutch product that over time proved as a highly innovative product. This imagery is used to illustrate the core values of Holland Financial Centre in marketing, as in the brochures.

In his activities and communications will continue his role HFC legitimacy through initiatives that successfully achieved. Success Matters.

For more information please contact Bob van der Lee: bvdlee@totalidentity.nl