Lloyds XD Branding
Giving the Experience Design team at Lloyds Banking Group a new identity. Aligning the business units and functions contained in the vast eco-system of LBG services. A brand with personality, creates a culture from within and gives a sense of belonging.
Role: Brand Strategy, Brand Design | Client: PublicisSapient & Lloyds Banking Group
Background
In 2022, Lloyds Banking Group was given a brand refresh resulting in a visual overhaul of all communications. The new branding put a lens on how we can improve and align communications from inside the group.
Challenge
The landscape had evolved organically, resulting in an assortment of visual nuances, with a complicated structure of divisions and business units all with their own logos and interpretations.
We were set the challenge of unifying the groups brand with an exception to create a unique visual identity for the ‘Experience Design’ function that the product and design guilds sat within.
New lock up system
Establishing a scalable system for all the functions and business units.
Exploration of XD
We explored different ways of shaping the identity, from an evolution of the current application to more radical approaches.
Flexibility
We designed a a brandmark that can be flexible depending on placement and events.
Building on the existing brand
Lloyds Banking Group branding gave us the building blocks that inspired our approach for XD.
Thumbnail sketches help us visualise and explore new routes.
Brand identity
The XD marque would form the basis for the vibrant and scalable brand. Using the geometry of the lettering, we formed an elegant and sophisticated visual language.
Inspired from what we see in the new group branding, our identity built on the core elements. We developed a more vibrant application of colours, typography and gradients, which create a bolder personality to reflect our values and characteristics in the organisation.
Inclusivity was a key consideration in the work that we do. The final brand mark can be adapted to take on different forms and personalities.
Result
A new visual identify was created for the XD team. This would be used internally and externally, building a design culture within the broader team and guilds.
Unifying the brand experience across the board, allowed a consistent approach to communication and the way we present ourselves. Used daily by hundreds of people within the bank, from email signatures, presentation templates and welcome packs.
The branding would be seen daily by thousands at LBG, from practitioners, to the CEO and senior stakeholders. Giving design teams the tools to put a stamp on their fantastic work and strengthen the design culture at Lloyds.
Guidelines gave rules about the usage of the design elements and thier application.
