Lloyds TSB

Brand interpretation

The brief
Rufus Leonard was asked to create a set of exemplary and informative guidelines that would define the essence of the newly repositioned Lloyds TSB retail brand and communicate this to a wide audience. The guidelines were intended to set the standard for the Bank’s campaign managers and their agencies to follow, to drive consistent application of the visual identity but allow for creative and intelligent interpretation. The guidelines were seen as a response to the call for change within the business and the visual expression of its new brand strategy.
Lloyds TSB was repositioning to deliver a more ‘personal and modern’ banking service. Rufus Leonard was asked to develop a new visual identity for this brand repositioning and to come up with inspiring creative expressions distilled from the results of customer research.

Our approach
After reviewing the strategy work and the new positioning, we developed several creative expressions, which led to a ‘brand story’ that linked ways to communicate the new Lloyds TSB brand strategy with specific guidance on the brand expression and a set of practical production rules. These were presented to the brand, marketing and agency community at an interactive workshop and communicated across the entire business as part of a Living the Brand programme.

The value
The new visual identity is now visible in every UK branch of Lloyds TSB and seen by every one of its 15 million customers through direct marketing and customer communication, as well as translated across lloydstsb.com. As a further expression of the new brand, Rufus Leonard created the interior brand experience for the Canterbury branch of the bank, it’s most innovative, ‘window-less’ product showroom.