A Next Step Forward

The UK banking landscape has shifted dramatically. From the 2008 financial crisis to the economic aftershocks of Covid-19, trust in banks has been tested - and expectations have risen.



We’ve been Britain’s bank for nearly 260 years. But in 2025, that role had to mean more. Our long-standing purpose - to help Britain prosper - needed to feel relevant to today. So, over the past year, we reimagined what that purpose truly means in people’s lives.



At the heart of it: a new brand positioning - Lloyds moves everyone forward. Because what we’ve learned is that while most people have a step they want to take - moving on from difficulty or towards a goal - many feel stuck. We needed to be the brand that champions progress for everyone.



To bring that to life, we rethought the entire experience. We introduced a design philosophy - The Cancara Philosophy - in tribute to the iconic black horse, ensuring every element of the brand felt distinctly Lloyds: pragmatic, optimistic, and charming.



We reinvented the brand for the digital world - modern, fresh, progressive - and grounded it in what being a British brand means today: a more inclusive tone of voice, authentic depictions of life across the UK, and a presence in real cultural moments via our partnership with British Cycling.



We also unlocked the full power of our banking group - personal, business, and commercial - to create connected experiences around what people really need. Our largest-ever multi-channel campaign, ‘Horse Power’, relaunched our app, giving customers a clearer view of their money and more control over their future. And we doubled down on cultural and emotional relevance - with support for first homes, rising costs, and long-term financial planning.



It’s not just a new look. It’s a new Lloyds. Built to move everyone forward.