Lloyds is “significantly investing” in brand amid a wider focus on experience-led customer journeys, as the bank looks to “reassert leadership and relevance”.
Lloyds has unveiled a new brand platform focused on giving consumers confidence the bank can help “turn their aspirations into reality”.
Positioned as a “bold creative reset”, the ‘Bank on Lloyds’ platform rollout will span outdoor, audio, digital and audio visual. Looking to take a “modern storytelling approach”, the new platform was first teased via social and influencer activity at the end of last year.
Source: Lloyds
Lloyds has unveiled a new brand platform focused on giving consumers confidence the bank can help “turn their aspirations into reality”.
Positioned as a “bold creative reset”, the ‘Bank on Lloyds’ platform rollout will span outdoor, audio, digital and audio visual. Looking to take a “modern storytelling approach”, the new platform was first teased via social and influencer activity at the end of last year.
OOH sites will include London’s Piccadilly Lights and IMAX cinema, with AV rolling out across broadcast, BVOD and online video from February.
Developed with Publicis Groupe’s ‘Power of One’ team, the multi-channel campaign comes after research commissioned by Lloyds found 75% of UK adults hope 2026 will be the year they achieve their goals.
The campaign plays upon two principles – ‘capability’ and ‘possibility’ – alongside focusing on Lloyds’ status as the UK’s “largest digital banking group” with 21.3 million digital app users. Holding the investments and savings of more than 9 million customers, the bank is also talking up its status as Britain’s number one direct lender for first-time buyers.
According to Lloyds, the new platform has been designed to offer “consistency across the customer journey” and represents the next chapter in the company’s “experience-led brand journey”.
CMO Suresh Balaji claims 2026 is a “pivotal moment” for Lloyds to build customer confidence, calling the campaign a “bold step” to “reassert leadership and relevance” in a fast moving market.
“We’re significantly investing in our brand to set the standard for experience-led delivery. Every touchpoint, app, branch and digital interaction is crafted to deliver clarity and emotional connection, ensuring consistency across the customer journey,” he adds.
Lloyds is four years into its £4bn five-year strategic plan, with Balaji previously telling Marketing Week of his desire to “deepen relationships” with consumers and make brands within the group “timeless rather than traditional”. He described Lloyds as embodying the “UK’s largest fintech transformation”.
The bank last revamped its positioning in September 2024 with the shift to ‘Lloyds Moves Everyone Forward’, which included a reinvigorated colour palette, modern black horse logo and pledge to make the brand more “experience-led”.
This coincided with Lloyds’ biggest multichannel campaign ‘The Power To Do It All’, the bank’s first social-first campaign.