ABOUT

Concept
Following the Group’s acquisition of Schroders Personal Wealth, we set out to do more than rename a business — we set out to redefine Lloyds’ role in the affluent market.

The ambition was clear: extend the Lloyds brand into wealth in a way that signals credibility at scale, but desirability at the affluent end of the market.

Lloyds Wealth positions the brand not just as a bank, but as an aspirational destination for customers looking to grow and protect their wealth — combining trusted heritage with a modern, advice-led, investment-driven offering.

Execution
We reimagined the Lloyds design platform to stretch into a more elevated, affluent space — balancing confidence and simplicity with sophistication and aspiration.
Key elements included:

• Extending the Lloyds visual and verbal identity to create a more premium, future-facing aesthetic
• Designing an experience that foregrounds personalised, advice-led relationships, rather than product-led selling
• Integrating signals of deep investment expertise, ensuring the proposition has both emotional appeal and rational credibility
• Aligning brand, product and experience to deliver a consistent end-to-end wealth journey

Critically, this was not a cosmetic rebrand — it was the creation of a new expression of Lloyds, designed to compete with established wealth players while remaining unmistakably part of the Group.

Results
Lloyds Wealth marks a significant step-change in how Lloyds shows up in the market — extending the brand into a higher-value, higher-expectation category.

By bringing wealth under the Lloyds brand, we demonstrate the full breadth of the Group’s capability, unlocking a more premium expression of what it means to “Bank on Lloyds”.

• Establishes Lloyds as a credible player in affluent and advice-led wealth management
• Demonstrates the range and scalability of the Lloyds brand across multiple life stages and needs
• Elevates perception from everyday banking to long-term financial progression and prosperity
• Creates a platform for future growth in a strategically critical segment

By transforming an acquired business into a distinctive Lloyds experience we’ve expanded what the Lloyds brand can mean to customers at every stage of their financial journey.