Santander Bank Select
Elevated
Banking.
Designing the Santander Select Welcome Kit to embody exclusivity and build immediate client value.
Santander Select Welcome Kit: A Strategic Breakdown
THE CHALLENGE:
Business Goal: To create a memorable and premium onboarding experience for new Santander Select clients, reinforcing the value of the program from the very first interaction.
Brand Challenge: The welcome kit needed to be more than just a folder of documents. It had to be a tangible symbol of the "Elevated Banking" promise, making new clients feel valued, understood, and confident in their decision to join.
Design Challenge: The project required designing a multi-piece print collateral system—including a custom folder, brochures, and a fee schedule—that felt cohesive, luxurious, and was easy for the client to navigate.
THE STRATEGIC APPROACH:
My Core Strategy: I designed the welcome kit as a "curated unboxing experience." The strategy focused on tactile materials, a sophisticated color palette, and a clear information hierarchy to make the onboarding process feel like a personalized gift, not a standard administrative task.
Why this was the right approach: The target audience for Santander Select expects a higher level of service and attention to detail. A standard welcome packet would have created a disconnect between the brand's promise and its reality. This experiential approach builds an immediate emotional connection and reinforces the program's premium positioning.
The Creative Execution: The final kit features a custom-designed folder with high-quality paper stock and a minimalist aesthetic. I used a combination of powerful, emotive photography and clean, clear typography to balance the emotional and rational aspects of the banking relationship. Each piece was designed to fit perfectly together, creating a seamless and impressive physical object.
THE OUTCOME:
The Qualitative Result: The redesigned Santander Select Welcome Kit successfully transformed the client onboarding process into a sophisticated, high-touch brand experience. The final product is a beautiful and functional piece of collateral that embodies the "Elevated Banking" promise.
The Business Impact: The new welcome kit became a powerful tool for relationship managers. It enhanced the onboarding experience, making a strong first impression that helped solidify new client relationships. It served as a key physical touchpoint that tangibly demonstrated the premium value of the Santander Select program.
