Santander Asset Management

Santander AM

The Task

To create a global visual identity that unites all the Santander Asset Management territories.

Our Approach

The Spanish olive tree delivers a steady yield over a long period, even in the harshest conditions. By setting it in an incongruous urban context, we emphasised SAM’s durability and deep roots, in contrast to their more transient competitors.

The Results

Investor and professional adviser research showed almost universal warmth towards the brand’s new look.