Santander US Bank
Part of Santander US Bank's creative team since this Fortune 500 company officially entered the U.S. market in October 2013.
My first task with Santander U.S. was to develop creative content, marketing strategy, and processes for Santander's Digital Branch Network (in-branch video advertising).
My initial contribution expanded to art direction, design thinking strategies, and advertising campaigns across multiple platforms, including print, video, and web. In 2018 I was assigned to lead the effort to implement the new Santander Global visual identity.
I also trained Santander's Internal Agency designers in motion graphics, video post-production, and creative processes, saving Santander significant production dollars.
Visual identity implementation
1857
1949
1986
1989
2001
2007
1972
1999
In 2018, Santander launched a new global visual identity.
Our action plan was to collect different types of material created by Santander over the prior year to find what was creative possible between desirability, feasibility, and viability intersection. Once we get input from the creatives from the different agencies (internal and external), we apply the new brand guidelines to a diverse array of communications channels to gain valuable knowledge on how to effectively roll out the new brand implementation based on U.S. realities
The next step was to document and share the knowledge with the creative agencies and leadership to implement the new brand identity with cohesion and synergy across all channels and platforms, helping to increase Santander brand memorability.
2018
The new Santander global brand guidelines were implemented in all channels, including email communication, direct mailing, videos, documentation, and more.
Consumer Banking branch poster
Businees Banking branch poster
Investment branch poster
Santander Bank debit cards lineup
Website UX - UI
Advertising campaigns
These campaigns are before the 2018 new Brand guidelines.
Santander Student Checking
Run
September 2016 – September 2017
Mediums
social | digital | mobile | merchandising | print | ATM | OOH
Results
The campaign created over 18,000 new student checking customers
Targeted to first-year college students who are entering a significant life change as they face the adventure of college and university life.
Creative concept:
It doesn't matter what their way of life is; their way of life is theirs. What matters is that we recognize their individuality and market them in positive, meaningful ways. Their one commonality is their need for funds, a checking account, and a debit card.
Simply Right Checking
Run
April 2017 – April 2018
Mediums
social | digital | mobile | merchandising | print | ATM | email
Results
The campaign created demand for the account resulting in over 30,000 accounts booked in the quarter
This campaign targets millennials open to switching if the new checking account meets their actual needs (mobility and convenience) and waives the monthly fee by simply living their life.
Creative concept:
Show the target audience how easy it is to waive the monthly fee with the Santander Simply Right Checking Account.
Personal lending
Run
February 2018 – December 2018
Mediums
social | digital | mobile | merchandising | print | ATM | email
Results
The campaign drove application volume ensuring quarterly goals were met
Whether you're looking to pay down credit card debt, fund the unexpected, pay tuition, make home repairs or renovations, buy a home, or refinance. Santander is there to help their customer prosper and live better life with a borrowing financial solution tailored to their needs.
Creative concept:
Borrowing is personal. No matter how much money you have. Real wealth is about more than money.
Videos
In collaboration with OpenEye Global and Santander U.S. marketing department,
I managed, designed, and produced content for Santander's Digital Branch Network. This network has more than 2,000 digital screens across branches in Boston, New York, and Philadelphia markets and is worth 1.3 million dollars annually in third-party contracts
I also designed and produced corporate presentations and video tutorials to explain, promote and improve the use of digital banking.
Santander Field Goal Challenge | Kick like you mean it
Keep your options open
My check do selfies
It's time to bank on
Santander Field Goal Challenge | Place, Kick, Score
All your home borrowing needs
Mobile check deposit demo
Corporate presentation
See more projects
