Hope meets action in a new name for sustainable progress
Sustainability is one of the defining conversations of our time. Too often, though, the debate focuses on crisis and concern instead of inspiration and possibility. With its platform Voor De Wereld Van Morgen, ASN Bank had already created a place for sustainable news, stories, and perspectives. As the urgency of climate and social challenges grew, the platform itself needed to evolve, reaching wider audiences and supporting ASN Bank’s mission to make the Netherlands more sustainable.
A new step for ASN Bank’s sustainability platform
The name Voor De Wereld Van Morgen carried a strong vision, but was also long, formal, and somewhat distant. It was originally the bank’s payoff, from which ASN Bank had since moved on. A new platform name was needed that would feel immediate, inviting, and inspiring, in line with the brand’s ongoing evolution.
Naming a platform that inspires progress
Globrands was asked to develop a brand name that could express this ambition in a way that is short, recognizable, and energizing. The result is VanafHier. A name that signals movement and momentum, while marking the platform as a central meeting point for ideas, insights, and inspiration.
A call to move forward together
VanafHier (“From Here”) conveys a sense of direction and progress. It points to a starting point, but also to a place where everything comes together. The name is familiar, easy to use, and resonates with the bank’s broader mission: to encourage society to take steps toward sustainability in a positive and inspiring way.
Digitally secured and future-ready
The new platform launched in 2022 as part of ASN Bank’s wider brand transformation. With www.vanafhier.nl secured, the brand is well positioned to become the central hub for sustainability. From here, ASN Bank will continue to inform and inspire people to see sustainability not as a distant vision, but as a shared journey that begins today.