Five years after acquiring three England banks, Madrid-based megabank Santander faced a growing concern: Expansion through acquisition was also spawning a hodgepodge of financial brands bearing little relation to the parent company.
In the final analysis, the answer was clear: Projecting a united global front required a uniform branch model designed around the Santander visual brand and replicable network-wide.
Knighted to lead the UK branch network transformation, NewGround zeroed in on three key locations in metro London to launch the process. NewGround next created a retail prototype design blending trademark Santander branding with local market influences. Centered on a “Global Santander” column representing strength and stability, the new showroom guides shoppers on a circular Customer Journey through choreographed banking zones infused with digital technology, tangible energy, and signature Santander personality.
Anything but typical, the prototype branch is a model of innovation, customer connection, and scalability that will multiply Santander’s success in Great Britain and beyond to the next foreign shore it stakes its brand.
