Santander Bank Investment Services
Building Client Trust Through Strategic Design
Reimagining the Advisory Accounts Executive Guide to clarify complex offerings and build client confidence.
Santander Advisory Accounts – Luxury Print Rebrand
THE CHALLENGE:
Business Goal: To effectively educate high-value clients about the benefits and various types of Santander's Advisory Accounts, encouraging deeper investment and long-term partnership.
Brand Challenge: The existing materials were generic and failed to communicate the high level of personalized service and expertise that defines the advisory relationship. The guide needed to feel like a premium, trustworthy resource from a global financial leader.
Communication Challenge: The guide had to distill complex investment strategies and account structures into a format that was clear, accessible, and reassuring for a sophisticated but busy audience. The primary goal was to build trust and confidence.
THE STRATEGIC APPROACH:
My Core Strategy: I implemented a "clarity and confidence" design strategy. The approach was to use a clean, structured layout, a calming color palette, and authentic lifestyle photography to make the information feel approachable and trustworthy.
Why this was the right approach: For advisory services, trust is the most important brand attribute. A cluttered or confusing design creates anxiety. This strategy prioritized a user-centered experience, using visual simplicity to make complex information digestible and to project an aura of calm competence, directly reinforcing the role of a trusted financial advisor.
The Creative Execution: The redesigned guide features a strong typographic hierarchy to guide the reader, clear infographics to simplify complex ideas, and carefully selected photography that reflects the life goals of the target clientele (e.g., family, legacy, security). The spacious, uncluttered layout ensures the focus remains on the client's needs and how Santander's services can help them achieve their goals.
THE OUTCOME:
The Qualitative Result: The final Executive Guide successfully elevated the Advisory Accounts program, transforming a standard brochure into a premium, confidence-building piece of client communication. The design is sophisticated, clear, and perfectly aligned with Santander's premium brand positioning.
The Business Impact: The redesigned guide became a key tool for Santander's financial advisors. It improved the quality of client conversations by presenting information more clearly, which helped build stronger relationships and enhance client trust in the advisory services.
