Lloyds Banking group yesterday launched a new identity that hopes to help redefine the image and customer experience of its most iconic brand – Lloyds Bank.

The new brand identity and through-the-line campaign was created with the assistance of creative engagement agency, Rufus Leonard; creative and digital agency, RKRC/Y&R; strategic 1-2-1 agency, Proximity London; and media agency, MEC.

It aims to demonstrate the bank’s ability to understand what matters thanks to its overtly customer-led approach, and its work to constantly evolve to meet the needs and expectations of its clients.

Rufus Leonard’s creative director, James Ramsden, said: “We wanted to reflect the amazing heritage of Lloyds Bank, a brand that’s been in our lives for generations. We modernised the iconic black horse for the digital age, sourced an enormous range of emotive imagery that reflects the reality of customers’ lives and created a tone of voice that feels like ‘a breath of fresh air.’”

Building on the significant recent shifts within the financial services market, the revitalised brand has for the first time united the full range of Lloyd’s banking activities. It involved all aspects of the business, encompassing a revamped in-branch experience with new fascias, uniforms and marketing literature plus internal engagement material so as to create a dynamic, flexible visual identity.

In addition to this, an integrated programme of launch communications including; TV, Press, Radio, OOH, social activation, digital displays and engagement events, will seek to bring the project to life both visually and tonally by marketing and supporting all parts of the business through a fresh approach that both unifies and communicates Lloyd’s core values.

Stuart Bowden, managing director at MEC, said: “A project of this scale has allowed the agency to utilise its full expertise to deliver a strategic vision that matches the aims of the Lloyds Bank brand. This includes making full use our unparalleled analytics and insights department to consistently monitor how the rebrand is being received by its target audience. We look to forward to supporting Lloyds Bank in delivering a service that recognises and responds to the needs of its customers.”