Lloyds’ brand refresh is a powerful symbol of progression [Video]

Lloyds Bank has unveiled its biggest ad campaign to date following the launch of its revamped mobile app. Evolving for the digital era, Lloyds’ latest campaign is accompanied by fresh visuals including an invigorated colour palette, sharpened tone of voice, new typography and dynamic visual assets.

When we think of the best rebrands throughout history, we often think of a grand metamorphosis, yet Lloyds’ slow rollout of its new identity has displayed a more nuanced and considered approach. Punctuating its strong new look with an equally powerful campaign, Lloyds stands out as a front-runner in the financial sphere, with heart and community at its core.

Created by Wolff Olins in collaboration with adam&eveDDB and Zenith, the campaign centres around the new brand positioning ‘Lloyds moves everyone forward’, reflecting the app’s innovation and Lloyds’ wider brand experience. The powerful campaign combines over 500 unique assets, spanning the “app, campaign executions and activations” alongside digital …