Objective

Santander had researched the role the banking sector could play in helping SMEs grow, focused on rebalancing the economy by supporting small-business growth in weaker regions. The objective was to communicate that research simply and engagingly.

The constraint was the calendar. The material existed to be handed to delegates at an SME-focused Westminster event, which meant the research was worth nothing to that audience if it arrived a day late.

Creative response

• Designed within Santander’s brand guidelines. No identity work; the job was making an existing corporate system carry dense policy research without losing the reader.
• Editorial selection before design. Worked directly with the policy team to identify which areas of the research to highlight, so the design brief was settled before any page was laid out.
• Turned the selected findings into infographics. The argument carried visually rather than in body copy.
• Everything delivered inside 72 hours. All assets produced to that time-frame.
• Distributed to delegates at an SME-focused Westminster event.

Results

WESTMINSTER, distributed to delegates at an SME-focused event

Everything recorded here is a specification or a deadline, two page counts, a turnaround and a distribution point.

The work