Lloyds Bank
Designing a personalised approach to private banking clients, within the Lloyds brand.
Brand expression
Design for Print
Lloyds Bank Private Banking is one of the 5 business units that makes up Lloyds bank. The company wanted to create a distinct look and feel appropriate for their private banking clients, while still ensuring that Lloyds felt like a 'joined up' company.
At the time of the project, Lloyd's high street retail unit was the most evolved - using a strapline 'For the journey' to underpin its communications. However, their private banking clients didn't relate to this as they felt individual and had their own personal success story to tell. So we needed to find an angle that related to them and the wider Lloyds brand.
The solution was to alter the strapline to 'every journey is unique'. We adopted a case study approach about real individuals journeys to wealth and plotted the journey timeline on their signatures – which became key brand assets - and we commissioned relaxed semi-formal portraits. Every element was about reinforcing the individual and the trusted, special relationship they have with lloyds.
I was a freelance senior designer for a year at Rufus Leonard when working on this project and I worked alongside a creative director. My contribution was to help evolve the brand expression, implementing brochures and various other materials. I assisted with art direction at the photoshoot and cast some of the models. Photography by Richard Moran.
What the client says
“I have had the pleasure of working closely with Jenny for nearly a year while she was freelancing at Rufus Leonard. During that time she was a key member of the brand team, working across a broad range of print and digital projects.
Jenny excels at working on her own and as part of a team, from brainstorming through to delivering beautifully crafted designs time and time again. She is a thoroughly dependable, intelligent and capable individual who displays a great attitude and enthusiasm towards her work. Jenny has my highest recommendation.”
— James Wilson, Creative Lead, Rufus Leonard