Bank Santander, a global bank based in Spain, has asked AIB Design Department to conduct a student competition within our design program to develop the concept and visual design for their promotion of a "smart card" for university students.
Their subsidiary, Sovereign Bank, will be the client and ultimately decide how to use the work products of this project.
The graphic content and style for their "smart card" introduction campaigns have been successfully customized already by design students in other countries, including Spain, United Kingdom, Mexico, Morocco, Portugal, Brazil, Venezuela and Chile.
Since Santander Bank recently acquired Sovereign Bank, it is going to produce a promotional campaign for its university student card here on the east coast of the United States and asked that AIB design program students and faculty undertake the development of that campaign. (Note: Santander's "smart card" is currently being evaluated for adoption by Babson College as its official identity card.)
The Santander strategy is to have students from the various nations and regions they serve develop the voice of their campaigns and identify the graphic styles with the most effective emotional and cultural connection with university students of each culture, nation and region.
The winning concept, if selected for actual implementation, will be used to produce a graphic standards manual in their Barcelona headquarters design office. From this manual a campaign would then be conducted within eastern United States to introduce this service to college and university students.
Final Review by AIB and Santander bank's jury on April 2, 2010.