Lloyds Bank

Rebranding a banking icon

  • 1,200 branches refreshed
  • 16% increased brand value
    (to £4.4bn)
  • £1bn business turnaround
    after the rebrand
Lloyds Banking Group marketing materials


The financial crisis of 2007-8 dealt a major blow to people's faith in banks. Lloyds' return to the high street gave us a big opportunity to respond. To rebuild trust, we decided to draw on the bank's long history of supporting the people, businesses and communities of Britain. To drive further trust, we also had to ensure the bank’s retail, commercial and private banking divisions acted consistently.


We brought all communications together across the bank’s three divisions (Retail, Commercial, Private) with a strong masterbrand and clear, multi-channel guidelines.

We refreshed every aspect of the bank's identity, from the logo and typeface to branch fascias and in-store literature.

In order to ensure the bank's divisions act consistently we launched the brand's first ever experience principles: Smart, Empowering and Reassuring.

This has been a truly phenomenal couple of years. I have nothing but complete admiration and respect for what you guys have done and continue to do for us.

Alex Lane

Head of Brand Identity | Brand Portfolio Strategy | Brands & Marketing

Lloyds Banking Group

Lloyds Bank advertising around Waterloo