The Objective
Lloyds Bank wanted to establish a far more modern and relevant identity — one that felt confident across every digital and direct channel. The strategic task was to redefine how the brand showed up online, creating a contemporary visual and behavioural system that matched customers’ expectations and positioned Lloyds as a genuinely future‑facing bank in an increasingly digital world.
Creative Solution
A visual and literal metaphor system was developed that could flex across every Lloyds financial product, giving the brand a fresh, modern way to communicate online and in direct media. A parallel icon‑only route provided a clean, scalable alternative for moments where photography couldn’t be used. Together, these elements formed a contemporary, instantly recognisable design language that unified the entire campaign.
eComm
Credit Card Insert
For direct mail, we extended the same metaphor‑led system but enhanced it with a clean, modular grid layout that brought clarity and consistency to every piece. We also developed flexible graphics for charts, ensuring complex information could be expressed with the same modern identity — creating a cohesive, contemporary look across the entire DM suite.
Direct Mail
The Objective
Aviva wanted to tap into the growing appetite for Equity Release — driven by rising confidence in the category and changing financial needs at home — but were held back by perception and media scale. The opportunity was clear: Aviva’s unmatched Equity Release credentials could be reframed to give the brand a modern, authoritative position in a rapidly expanding market.
Creative Solution
Our creative solution delivered on the proposition that It takes Aviva to expertly guide people through Equity Release. We centred the campaign on the most common reasons for releasing equity, using clear, reassuring storytelling to show how Aviva’s expertise helps homeowners unlock the changes they’ve been dreaming of with confidence and clarity
Press ads
Posters
Social Media
