Lloyds – Redefining an icon
Lloyds Bank has a long history of supporting Britain's people, businesses, and communities.
Over the years, we helped define the brand strategy and create every aspect of the identity across its extensive communications ecosystem, creating a stronger and more consistent brand experience.
More recently, Lloyds Bank introduced a simplified, digital-first identity. Building on this evolution,
we helped create and activate a connected brand ecosystem that translated the new identity across
digital experiences, communications, and customer touchpoints, strengthening consistency, recognition,
and impact at scale.
Role
For over 14 years, I have played a key role as Creative Brand Partner for Lloyds Banking Group, helping shape and evolve one of the UK's largest brand portfolios.
Leading strategy, identity, architecture, and activation programmes, I have helped strengthen market leadership and deliver consistent, distinctive brand experiences across every customer touchpoint.
Deliverables
Strategic Brand Partner (over 12 years), Visual and Verbal Creative Development, Naming Architecture, Guidance and Governance, Experience Ecosystem Design, Partnership Branding, Brand Governance, Design Frameworks, Creative, Agency Management, Design Systems, Digital Experience, Products and Services Branding
Impact
+16% Brand value 2025 - Brand Finance
+5% Customer consideration – Ipsos
+5% Younger audiences – Ipsos
+6% Mass affluent – Ipsos
