A next step forward

Client: Lloyds Banking Group

We’ve been Britain’s bank for nearly 260 years. But our long-standing purpose, to help Britain prosper, needed to feel relevant to today. So we reimagined what that purpose truly means in people’s lives. At the heart of it, a new brand positioning, Lloyds moves everyone forward. Because we’ve learned that while most people have a step they want to take - moving on from difficulty or towards a goal - many feel stuck. We set out to be the brand that champions progress for everyone.

To bring that to life, we rethought the entire experience. We introduced a design philosophy, The Cancara Philosophy, in tribute to the iconic black horse, ensuring every element of the brand felt distinctly Lloyds: pragmatic, optimistic, and charming. From a refreshed tone of voice and photography style to a reinvigorated green palette and a motion-enabled horse, every detail reflected Britain’s real next steps.

We unlocked the full power of the group, restructuring how products and services operated - joining up personal, business, and commercial services, we created connected experiences designed around real needs, not internal silos.

Our largest-ever multi-channel campaign, ‘Horse Power’, relaunched our app, giving customers a clearer view of their money and more control over their future. And we aligned our culture with the same ambition, through a new group-wide EVP, Faster Forward, inspiring colleagues to embrace the transformation.

It’s not just a new look. It’s a new Lloyds that has a big impact: net switching is up, app downloads have grown.