Rebranding a much loved high street bank
When Lloyds Bank undertook a major rebrand, it partnered with design agency, Rufus Leonard, on a launch campaign showing how the bank would be there for its customers during ‘the moments that matter’.
My role
I was brought in to help translate Lloyds Bank’s new brand identity into real, tangible customer communications - starting with the in-branch experience.
That meant:
Bringing the new tone of voice to life – Turning abstract brand principles into practical, usable guidance
Writing customer-facing materials – Creating simple, engaging copy to explain the rebrand clearly and confidently
Crafting in-branch posters – Writing headlines and supporting copy that reinforced the core message: Lloyds will be there for you during life’s big moments
Keeping it consistent – Making sure every touchpoint, from posters to take-home leaflets, spoke with one voice
The campaign needed to work for everyone – loyal, long-term customers and people thinking about joining Lloyds for the first time. The copy had to strike the right tone: reassuring without sounding bland, and engaging without trying too hard. By focusing on real emotions and avoiding corporate bank-speak, I helped make the rebrand feel human, warm, and grounded.
The outcome
The campaign went on to win a Transform Gold Award for Rufus Leonard — a recognition of how successfully it brought the refreshed Lloyds brand to life for customers across the country.
Tone of voice
Content design
Customer journey
