Lloyds Bank, the UK’s largest retail and commercial financial services provider, has embarked on a new creative direction with the launch of its most extensive multi-channel campaign to date. This marks a significant shift under its new brand positioning, “Lloyds Moves Everyone Forward.” The campaign highlights the refreshed and rebranded mobile banking app, created in collaboration with global creative agency adam&eveDDB and brand consultancy Wolff Olins.
This campaign, which launched on October 5, 2024, marks the culmination of Lloyds’ efforts to reposition itself as a truly experience-led brand. With over 500 assets deployed across a wide range of media channels, the campaign showcases the power of Lloyds’ mobile app to help users navigate the complexities of modern finance.
A Strategic Brand Evolution
Under the leadership of Suresh Balaji, appointed as Chief Marketing Officer in 2023, Lloyds began a strategic transformation. The aim was to turn Lloyds into a brand that resonates with contemporary customers by aligning product innovation with the broader vision of making financial progress accessible to everyone. Wolff Olins was tasked with reimagining Lloyds’ brand identity, while adam&eveDDB focused on bringing the creative vision to life.
The campaign emphasizes a simple, human truth: people may struggle with financial decisions, but everyone has the potential to move forward. This insight drives Lloyds’ repositioning as a brand that empowers customers to take control of their financial futures, from everyday banking to more complex financial decisions such as investing, pensions, and mortgages.
“The Power to Do It All”
At the heart of the campaign is the tagline “The Power to Do It All,” reflecting how Lloyds’ new app simplifies and enhances the customer experience. The app aims to put users in control of their financial journeys, giving them the tools they need to manage their money in one place. The six-week campaign rollout presents two relatable, modern British stories showing how the app seamlessly fits into everyday life, providing real-life solutions to familiar challenges.
The creative vision balances accessibility with aspiration. Designed to connect with a diverse audience, the campaign embraces a warm, approachable tone with a distinctly British sensibility. The humor and levity within the storytelling offer a refreshing contrast to the often serious and daunting world of finance, making it easier for consumers to engage with the brand.
A Design Philosophy for the Digital Era
Wolff Olins, a global leader in brand consultancy, worked closely with Lloyds to ensure the brand’s evolution reflects its rich heritage while embracing the future. The result is a refined design system, including a fresh color palette centered around the iconic Lloyds green, an updated tone of voice, and a new photography style that mirrors modern British culture.
The design philosophy builds on Lloyds’ strong foundations but is reimagined for a digital-first world. According to Tom Carey, Senior Creative Director at Wolff Olins, the goal was to create a brand identity that feels familiar yet forward-thinking. The brand remains unmistakably Lloyds, but with a bolder and more flexible design that allows it to stand out in today’s competitive financial landscape.
An Integrated Campaign of Unprecedented Scale
What sets this campaign apart is its sheer scale. From AV, audio, and outdoor media to digital, influencer, and gaming channels, Lloyds’ marketing team, in collaboration with adam&eveDDB, Wolff Olins, and Zenith, has created an all-encompassing experience that touches every point of the customer journey.
Miranda Hipwell, CEO of adam&eveDDB, underscores the importance of this integrated approach, noting that the campaign is “the biggest yet” for Lloyds and serves as a pivotal moment in the brand’s history. With over 500 unique assets, each element of the campaign has been meticulously crafted to engage customers across every touchpoint, ensuring a seamless and consistent brand experience.
Sannah Rogers, CEO of Zenith, further emphasizes the data-driven nature of the campaign, which allows Lloyds to reach customers with tailored messages that resonate on an individual level. This precision ensures that Lloyds’ messaging remains relevant and impactful across all media channels.
Looking to the Future
Lloyds Bank’s new mobile app is more than just a tool for managing finances; it represents a broader shift toward customer empowerment. By embracing a brand philosophy that puts people at the center, Lloyds is poised to continue evolving with the needs of its customers.
As the campaign unfolds, it will be interesting to see how the public responds to this new era of Lloyds’ brand identity. The integration of cutting-edge technology with human-centered design reflects a forward-thinking approach that is increasingly essential in today’s digital economy. As Lloyds continues to innovate, it stands as a compelling example of how established brands can remain relevant by staying true to their core values while adapting to the ever-changing needs of their audience.
In sum, the partnership between Lloyds, adam&eveDDB, and Wolff Olins demonstrates the power of creativity and collaboration in defining a brand that is both timeless and timely. By focusing on the customer experience, Lloyds is moving everyone forward—one financial step at a time.
All images © by Wolff Olins and adam&eveDDB. Feel free to take a look at WE AND THE COLOR’s Graphic Design, Branding, and Web Design categories for more creative inspiration.