CENTURIES OLD, FUTURE FOCUSED

LLOYDS BANKING GROUP'S BRAND REINVENTION PROVES THAT LEGACY CAN BE A LAUNCHPAD

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THREE HUNDRED THIRTY YEARS after its founding, Lloyds Banking Group is one of the United Kingdom's most recognizable institutions. In fact, almost one in every two adults in the U.K. banks with the group. Yet even the most established brands can't stand on legacy alone, especially in a swiftly transforming world.

For decades, the Lloyds brand has been recognized as solid and traditional. But as the bank's business pivoted toward mobile and digital experiences, company executives realized its brand needed to make a dynamic leap as well, with a stronger focus on experience design.