Santander Bank Investment Services
Strategic Redesign for a Premier Financial Product
Elevating the LoanAdvance Executive Guide to align with a luxury brand identity and enhance client understanding.
Santander LoanAdvance – Strategy
THE CHALLENGE:
Business Goal: To clearly communicate the benefits and mechanics of the complex LoanAdvance financial product to high-value executive clients.
Brand Challenge: The existing marketing materials for LoanAdvance did not reflect the premium, sophisticated positioning of the Santander brand. The guide needed a complete visual and messaging overhaul to feel like a luxury, high-touch service.
Communication Challenge: The guide had to take complex financial information (how it works, risks, benefits) and present it in a way that was clean, clear, and easy for a busy executive to digest quickly.
THE STRATEGIC APPROACH:
My Core Strategy: I approached the project as a "luxury print rebrand," focusing on translating the core brand values of sophistication and clarity into the print medium. The strategy was to use clean typography, a refined layout, and high-end lifestyle photography.
Why this was the right approach: High-value clients expect a premium experience at every touchpoint. A dense, text-heavy brochure would undermine the product's credibility. By using a minimalist design system with a strong visual hierarchy, the guide becomes an effortless and reassuring experience, building trust in the product itself.
The Creative Execution: I designed a new executive guide from the ground up. This included establishing a clear typographic system, selecting aspirational lifestyle photography that aligned with the target audience, and creating a spacious, uncluttered layout. The final design puts the power of LoanAdvance to work for the client, presenting complex information with confidence and clarity.
THE OUTCOME:
The Qualitative Result: The redesigned LoanAdvance Executive Guide successfully transformed a standard financial brochure into a piece of premium marketing collateral. The new design is clean, sophisticated, and perfectly aligned with the Santander luxury brand identity.
The Business Impact: The new guide provided Santander's financial advisors with a more effective sales tool. Its clarity and professional design enhanced client understanding of a complex product, streamlined the communication process, and reinforced the premium positioning of the LoanAdvance service.
