Rufus Leonard

Core disciplines: Branding / design, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017



Lloyds Bank needed to revisit their brand promise and make it relevant again to the needs of their customers.



Their previous promise, ‘Making moments that matter’, had been used for almost four years. So, they turned to us as their brand guardian to help them deliver a new promise which was relevant for today and reflected the needs of their customers.

Working with partner agencies, 1:1 interviews were conducted across a range of the bank’s customers and discovered the banking landscape has changed dramatically, with key moments for customers centering around six major life changes: Marriage, divorce, retirement, bereavement, buying a home and going back into education. These insights fed into the development of a new brand purpose: ‘For your next step’. It was our job to refresh Lloyds Bank’s visual identity so that it could embody this new message. 

Working as an extension of the Lloyds Bank brand team, Rufus collaborated with their agency network, involving everyone from the above the line agency to the direct mail agency. We reinvigorated the bank’s visual character with flexible and dynamic imagery – showcasing real people and situations, and cementing it with a more prominent logo mark. We developed a supporting tone of voice with the principle of ‘telling it like it is’ at heart. It separates the voice of the bank and its consumers to make communicating easier and more in tune with the customers ‘next step’. The nuances of this rejuvenated voice were also translated to bank’s Commercial and Private Banking audiences. Both the new brand promise and refreshed identity were embedded into all aspects of the bank, allowing us to lead on the delivery of collateral for a combined launch. 

The end result was a new set of flexible and adaptable brand identity collateral and guidelines, coupled with an immersion programme to inspire and engage partner agencies so that they can convey the Lloyds Bank promise through their own communications. 

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