Underpinning the rebirth of the bank was a heartfelt desire: “To go further to better serve.” How could our work reflect this and at the same time unite, for the first time, all parts of the bank – from retail to commercial to private banking?
We didn’t start with the bank or a design. We started with the customers. The more we talked to them, the more it became apparent that the core of Lloyds Bank’s brand difference lay in its ‘Britishness’. The brand’s long history, the famous black horse, and the ‘racing green’ livery all engendered feelings of stability and trust. Our task was now clear – to build on this strong heritage, give it a relevant, contemporary twist and put clear, green, water between the new bank and the old. Every photograph captured an individual moment in our customers’ lives. Every headline encapsulated the key customer benefit in a single, emotive word. Every piece of copy demonstrated a customer-first approach. In a notoriously fusty sector, we created a genuine breath of fresh air.
The rebrand has delivered a singular brand look and TOV running right across the bank’s business units, through every communications tier and in all direct channels from print to digital. New products and services can now be introduced more seamlessly and effectively than ever before. It also clearly differentiates Lloyds Bank from its competitors and has provided a real platform to win new customers. The staff love it, too. 98% of colleagues have reacted positively to a rebrand that has seen Lloyds Bank reclaim its place as first among equals on the high street.