Projects
AI Acceleration & Adoption 
26 Selected cases
SANTANDER
Redesign of the Probate Services
We redesigned Banco Santander’s estate planning service to simplify a complex process and incorporate a people-centered approach. We analyzed the emotional context of grief and transformed the probate process into a service that guides the beneficiary. We reimagined the end-to-end customer journey, expanded our support beyond banking transactions, and designed touchpoints and communications aimed at maintaining the beneficiary’s relationship with the bank.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
An experience designed to make the bank’s app the preferred channel
We designed a personalized experience to drive adoption of the Santander app based on each customer’s level of digital maturity. We analyzed profiles and barriers, defined a progression matrix, and identified the most relevant features for each phase. Based on these needs, we built the content architecture and an omnichannel experience across CRM, the website, and account managers, aimed at increasing digital autonomy.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
A personalized experience to encourage the use of an investment platform
We designed a personalized journey to guide each user toward investing and support their growth within the Bolsas y Mercados platform. Based on an analysis of data and user behavior, we identified three archetypes based on investment experience and risk tolerance. We validated features, services, and value propositions through testing and developed a go-to-market strategy with messaging, channels, and impact tailored to each profile.
CRM & Loyalty
CX & Strategy
Data & Intelligence
Design Experience
SANTANDER
Brand experience developed through a full-funnel strategy for the Smart account
We turned a promotional initiative to celebrate Smart’s one million customers into a campaign that integrated customer acquisition, loyalty, branding, and performance. We segmented and personalized communications based on the target audience’s affinities, developed results-driven creative, and contextualized the pieces within their respective ecosystems. We rounded out the activation with flow planning, traffic qualification, and a CRM journey tailored to each objective.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
Behavioral Design and Tailored Creativity for the Bank’s Insurance Products
We supported the launch of Banco Santander’s pet, health, and home insurance products with a strategy based on behavioral economics and behavioral design. We analyzed the motivations and emotional profiles of their potential customers, defined archetypes and messaging matrices, and developed creative concepts tailored to each stage of the funnel. We also designed the navigation, information architecture, and web-based qualification and self-segmentation mechanisms.
CX & Strategy
Design Experience
SANTANDER
Redesigning the Communication Experience for Card Payments
Together with Santander Global Cards, we redefined the communication experience associated with card payments. We integrated features, channels, and messages under a common model to simplify communications and make them clearer and more relevant, especially at critical moments in the customer journey. The new approach strengthened trust, improved the perception of value, and established a consistent and scalable foundation for its implementation in global markets.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
A New Omnichannel Relationship Model for the Bank
We redesigned Banco Santander’s customer relationship model to better leverage each customer’s knowledge and context. We defined an omnichannel strategy that integrates contact planning, new visual and verbal branding, a modular “mobile-first” system, and automated, personalized processes powered by data and machine learning. We incorporated measurement and feedback systems to continuously optimize communications.
CRM & Loyalty
CX & Strategy
Data & Intelligence
Design Experience
Technology & Transformation
SANTANDER
Communication Strategy to Attract, Convert, and Retain Customers
We designed a communication strategy to facilitate customer acquisition and migration to an account with a complex subscription model. We tailored messages and engagement tactics to each stage of the funnel and specific scenarios, coordinating paid and owned channels with site navigation and landing pages. We rounded out the model with specific assets for each phase and a personalized onboarding strategy aimed at strengthening customer loyalty.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
Branded entertainment to connect the 1|2|3 Smart Account with millennials
We created “Cuánto. Beyond Money” to connect the 1|2|3 Smart Account with a generation that is largely unresponsive to traditional banking communications. The science fiction short film, directed by Kike Maíllo and starring Adriana Ugarte, reflected on the value of money and experiences. We designed its release, distribution, and amplification strategy, accompanied by an ecosystem of content to generate awareness and conversation.
CX & Strategy
Design Experience
CAIXABANK
Modular and Scalable Model for 115 Journeys in Adobe Campaign
We designed a modular email template in Adobe Campaign to redesign CaixaBank’s 115 customer journeys. We created reusable HTML components, standardized the structure and visual hierarchy, and centralized assets in the DAM, reducing technical dependency and facilitating the maintenance, updating, and evolution of communications.
Technology & Transformation
MASTERCARD
A documentary series aimed at humanizing UEFA Champions League sponsorship
We created a campaign for Mastercard tied to its positioning as a company that builds connections and its sponsorship of the UEFA Champions League. We developed a documentary series about the human side of soccer and its ability to connect people, roots, and communities. We handled the entire production and its assets—audiovisual content, trailers, banners, the website, and social media—and worked with Grupo Prisa to design the outreach strategy for the 2019 final in Madrid.
Design Experience
UCI
Defining a Content Strategy for a Financial Institution
We are supporting the digital product team at Unión de Créditos Inmobiliarios (UCI) in defining and developing a new content strategy aimed at driving customer acquisition through digital channels and strengthening the brand's positioning.
Design Experience
SANTANDER
Redefining Santander Universidades: Creation of a tier linked to its design system
Adaptation of Banco Santander’s design system for the Santander Universidades digital platforms, taking into account data-driven improvements identified through the continuous experimentation methodology.
Design Experience
SANTANDER
The Evolution of the New Brand Identity Design
Together with the Bank, we collaborated on developing its value proposition and key benefits, as well as its new brand identity: brand evolution, visual identity, communication guidelines, verbal identity, digital design system, global communication manuals and toolkits, and channel strategy.
CX & Strategy
Design Experience
SANTANDER
Value Proposition, Positioning, and Building a New Digital Experience
We collaborated with the Bank's team on the conceptualization and launch of Universia's new value proposition, translating its new focus on employability into an evolution of its branding and a new digital platform with new features.
CX & Strategy
Design Experience
SANTANDER
Design Experience and Growth Team for the Growth of Santander Universidades’ Digital Platforms
We collaborate with Banco Santander and Santander Universidades to drive the growth and impact of the Santander Open Academy and Santander X platforms by optimizing processes and enhancing the digital experience. We work with a growth-oriented team to improve user acquisition and platform performance, enhance the digital experience, and foster engagement.
CRM & Loyalty
Design Experience