Case Study: Lloyds moves customers forward with Wolff Olins brand strategy

Lloyds reimagines 330-year heritage with Wolff Olins

Lloyds, a major UK banking group, sought to modernize its nearly 330-year-old brand to better meet evolving customer expectations and become a digital-first organization. The bank partnered with the consultancy Wolff Olins to undertake a radical rethink of its entire brand experience and harness its full product offering to help customers and businesses prosper.

Wolff Olins developed a comprehensive new brand strategy and identity system for Lloyds, anchored by the pragmatic new positioning "Lloyds moves everyone forward." The solution included a new visual and verbal identity, a design philosophy called "The Cancara Philosophy" that evolved the iconic black horse logo, a custom typeface, and an updated color palette. This work created a foundational brand operating system to guide future innovation and product development. The relaunch of the Lloyds app was a key step in this new direction, bringing the bank's full offering under one roof to give customers a complete view of their finances.

Lloyds