The Power To Do It All

Lloyds, the largest UK retail and commercial financial services provider, today launches its biggest-ever multi-channel campaign celebrating its refreshed and rebranded mobile banking app.

The fully integrated campaign, created in partnership with creative agency adam&eveDDB, global brand consultancy Wolff Olins and media agency Zenith, brings together more than 500 different assets across the app, campaign executions, activations and digital strategy spanning AV, audio, outdoor, social, digital, influencer and gaming channels.

Following the appointment of Suresh Balaji as Chief Marketing Officer in 2023, the work of transforming Lloyds into a truly experience-led brand began. Wolff Olins was appointed to reimagine the Lloyds brand as part of a wider strategy review for Lloyds Banking Group.

The launch campaign, created by adam&eveDDB, marks the launch of Lloyds’ latest version of its customer app; the first activation and product to be designed under the refreshed brand, as part of its wider strategic ‘Lloyds moves everyone forward’ repositioning and expression.

‘The Power to do it all’ campaign showcases how Lloyds’ revitalised mobile banking app puts the power of finance in people’s hands - from everyday banking and beyond, including investing, mortgages, pensions, and car finance.

Running for six weeks from 5th October, the campaign will feature two modern, British stories of how the Lloyds app provides a twist in these observed and familiar family moments.

Lloyds Moves Everyone Forward
During Lloyds’ strategic brand review the Wolff Olins team found that while nearly everyone has a financial step forward to take, many people struggle to do so. This insight led to the formation of the brand’s new positioning: ‘Lloyds Moves Everyone Forward’ a lens for the brand experience and product innovation including the app.

​​The team developed a design philosophy for the brand that feels distinctly Lloyds but has evolved for the digital era - supporting the overall customer experience.

Wider brand identity changes include a reinvigorated colour palette with a new sense of ownership of the classic Lloyds green, an updated tone of voice that evokes a grounded sense of Britishness, and a new photography style holding a mirror to modern culture.