Background Santander, a regional bank based in Boston, wanted to launch its High Yield Savings account nationally as an online-only product.

Problem

Santander is an unknown bank in many states. With an online-only financial service targeting an established demographic, the communication had to imbue confidence and especially without physical locations.

Goal

The task was to create a landing page to introduce and encourage applications.

Team: Writer (Me), UX Designer, Art Director, Creative Director, Strategist, Project Manager.

Input

• Ideated layout and concept
• Helped with organizing content hierarchy
• Crafted copy using persona provided by research team and my own research

Approach

My goal was to create copy that:

• emboldened our target demographic
• spoke to aspirations
• calm their worries about online savings