Objective
After acquiring Sovereign Bank, Santander contracted Gilmore Group to help adapt the global brand for the United States and establish a powerful presence in the Northeast.
Solution
After designing a complete kit-of-parts, we developed a comprehensive set of Brand Standards & Guidelines for the network of roughly 700 branches and 2,100 ATMs. In addition, we designed their high-profile branches and their PAD building architecture. The result was a consistent customer journey that expressed a unified brand across their regional network.
Gilmore Group also helped create an internal brand hierarchy with a differentiated brand expression for “Santander Select,” Santander’s private banking division. The incorporation of secondary branding elements across various touch points worked to distinguish the sub-brand.
Results
Strong results were achieved, with a 1.4% average growth relative to the micro-market during the merger and acquisition. Based off propriety economic impact modeling, this translated to $15,000 of additional income per branch one year after a new branch design was implemented.
