Lloyds Bank
Reimagining private banking as a relationship — one story at a time.
About the project
Client:
Lloyds Bank:
Private Banking
Client type:
HNWI Financial Services
Scope:
Print & Publications
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Lloyds Bank Private Banking is one of five divisions within Lloyds. The team sought a distinct identity for HNW clients that still aligned with the broader Lloyds brand.
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To tailor the brand experience for private banking clients—offering a more personal, trusted feel that moved away from the retail message of ‘For the journey,’ while still maintaining cohesion with the wider Lloyds identity.
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Working as a freelance senior designer at London design agency Rufus Leonard, I helped evolve the brand expression through tone, photography, and layout. We reframed the message as ‘Every journey is unique,’ using real client case studies and personalised signature timelines. I led the brochure design, assisted with art direction at the shoot, and helped cast models to reflect the audience.
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The refreshed approach gave Lloyds Bank Private Banking a more human, individual tone—strengthening trust and emotional connection with high-value clients while reinforcing its place within the Lloyds ecosystem.
A word from my former Creative Lead
“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.”