Marketing communications: Lloyds TSB

Expressing business change to demonstrate shareholder value

The brief

Lloyds TSB is one of the leading UK-based financial services groups whose business provides a comprehensive range of international banking and financial services to 550,000 businesses, 16 million customers through 2,200 branches in 30 countries. The group now operates the largest community investment programme in the UK valued at over £40 million in 2001.

Our relationship started in 1998 when we were asked to design the annual report for the newly merged Lloyds TSB group, and ever year since we have been invited to express the group's annual achievements and message to shareholders. Each year the brief has changed as the business has evolved.

The solution

Over the last five years our approach has been to communicate shareholder confidence in the core brand values. The key has been to get under the skin of the business to maintain a consistent tone of voice and Marketing communications in the context of a constantly evolving business and dramatically changing financial services world. Each year a new theme has been interpreted in the message, imagery and design of the report.

"The Team demonstrated excellent creativity and provided a responsive service, showing a clear appreciation of our branding and business requirements. The end-product was an imaginative polished design which fully met our needs and has been well received by its target audience."
Ian Gordon, Senior Manager, Lloyds TSB