Lloyds Bank

Reimagining an established tone of voice.

Problem 

Lloyds Bank is over 250 years old. Their black horse brand logo is recognisable around the world. But is their tone of voice just as timeless? Although their voice wasn’t letting them down – many people at the bank thought it could be lifted up. So we were tasked with reimagining the Lloyds Bank tone of voice.

Solution 

We started off by diving into the bank’s history and looking at how other banks were talking. After our exploration, we decided to focus on what sets the bank apart – their loyalty and service to customers. 

We took their existing tone of voice and visual identity and created a series of branded comms such as direct emails and letters, in-branch merchandising and advertising, that showed what the bank would look and sound like if customer service was the focus.

Impact 

We wrote new tone of voice guidelines to explain how the bank’s voice could be flexed to focus on service. We established the brand’s lead line of “All part of the service”. And we packaged our discovery work into a series of example comms to showcase the new voice to teams across Lloyds Bank.

A selection of the creative concepts that were produced during this project.