Projects on this page:
Santander Bank
At Hill Holliday, I worked with Santander Bank US for over a year, creating a little bit of everything, from organic social posts to conceptual campaigns. Most notably, the following projects:
Building on What You’ve Built
In 2022, we were tasked with creating a campaign for Santander Small Business Banking. In general, small business owners feel that banks don’t give them enough attention. So our concept was that Santander is the partner they’ve been looking for: the expert who values their hard work to get where they are and works just as hard as they do to make their business grow. A partner that helps them make smart choices and avoid errors along the way. We called our campaign “Building on What You’ve Built”.
For art direction, my approach intends to convey a modern sense of order and purpose. There is clear hierarchy between messaging and graphic elements, and the rich imagery of small business owners brings warmth and humanity into the structured space.
Leading with white, which makes the brand appear more elegant and contemporary, I used the Santander red as a secondary color, highlighting certain CTA’s or branding assets. For text-only assets, I used light graphite to create contrast within large white backgrounds when necessary.
Print Ads
Digital Banners
Sell Sheets
In-Branch Merchandise
Starting in the last quarter of 2023, Santander Bank US wanted to focus on digital banking and encourage their clients to use their digital services and download their apps. The first step would be updating all their in-branch merchandise and ATM screens, showing how clients can conveniently manage their finances and have access to bank services from wherever they are.
The previous merchandise had a very dry and uninteresting look & feel, using mostly cool tones, icons, and screenshots of the bank’s app on a phone mockup. My concept focused on bringing convenience to the front by using photography instead of icons, making a more human and relatable approach. The images would show people holding a device in a variety of situations where they would be managing their accounts through the bank’s app.
The new merchandise and ATM screens can now be seen in every branch across the country.
Posters
ATM Screens
TAD and Brochure
New York Times Partnership
Santander also partners with the New York Times, where they advertise to their Private Client demographics, both in print and digital. For this segment, our goal was to have a minimalistic and refined art direction. To achieve this I used elevated and interesting-looking black-and-white photography with the copy, without any other elements.
Since photography is the star here, we use it in a way that best conveys our message: on a clean, elegant layout, highlighted by the white background to grab your attention.
Print Ads
Flex Ads
Digital Banners
Social Media
For the bank’s general audience on social media, we created all kinds of organic posts: celebratory, holiday posts, financial tips, cybersecurity, global outlook, and small business spotlights.
Carousel post
National Hispanic Heritage Month
Juneteenth
Independence Day
Labor Day
Woman’s Equality Day
Boston Marathon
National Online Bank Day
Mobile On The Go
Credits:
Client: Santander Bank US
Agency: Hill Holliday
AD: Tássia Valim
CW: David Menezes, Abby Hancharik
SVP GCD: Karen Hite
EVP GCD: Marc Hartzman
Santander Bank
At Hill Holliday, I worked with Santander Bank US for over a year, creating a little bit of everything, from organic social posts to conceptual campaigns. Most notably, the following projects:
Building on What You’ve Built
In 2022, we were tasked with creating a campaign for Santander Small Business Banking. In general, small business owners feel that banks don’t give them enough attention. So our concept was that Santander is the partner they’ve been looking for: the expert who values their hard work to get where they are and works just as hard as they do to make their business grow. A partner that helps them make smart choices and avoid errors along the way. We called our campaign “Building on What You’ve Built”.
For art direction, my approach intends to convey a modern sense of order and purpose. There is clear hierarchy between messaging and graphic elements, and the rich imagery of small business owners brings warmth and humanity into the structured space.
Leading with white, which makes the brand appear more elegant and contemporary, I used the Santander red as a secondary color, highlighting certain CTA’s or branding assets. For text-only assets, I used light graphite to create contrast within large white backgrounds when necessary.
Print Ads
Digital Banners
Sell Sheets
In-Branch Merchandise
Starting in the last quarter of 2023, Santander Bank US wanted to focus on digital banking and encourage their clients to use their digital services and download their apps. The first step would be updating all their in-branch merchandise and ATM screens, showing how clients can conveniently manage their finances and have access to bank services from wherever they are.
The previous merchandise had a very dry and uninteresting look & feel, using mostly cool tones, icons, and screenshots of the bank’s app on a phone mockup. My concept focused on bringing convenience to the front by using photography instead of icons, making a more human and relatable approach. The images would show people holding a device in a variety of situations where they would be managing their accounts through the bank’s app.
The new merchandise and ATM screens can now be seen in every branch across the country.
Posters
ATM Screens
TAD and Brochure
New York Times Partnership
Santander also partners with the New York Times, where they advertise to their Private Client demographics, both in print and digital. For this segment, our goal was to have a minimalistic and refined art direction. To achieve this I used elevated and interesting-looking black-and-white photography with the copy, without any other elements.
Since photography is the star here, we use it in a way that best conveys our message: on a clean, elegant layout, highlighted by the white background to grab your attention.
Social Media
For the bank’s general audience on social media, we created all kinds of organic posts: celebratory, holiday posts, financial tips, cybersecurity, global outlook, and small business spotlights.
National Hispanic Heritage Month
Juneteenth
Independence Day
Labor Day
Woman’s Equality Day
Boston Marathon
National Online Bank Day
Mobile On The Go
Credits:
Client: Santander Bank US
Agency: Hill Holliday
AD: Tássia Valim
CW: David Menezes, Abby Hancharik
SVP GCD: Karen Hite
EVP GCD: Marc Hartzman
