Lloyds Bank

I had the privilege of working on the Lloyds Bank account at Proximity London for three years, contributing to multiple rebrands and new product launches. One of the projects during this time was the introduction of Apple Pay to the UK market. Given that it was a new and innovative product, the challenge was to educate customers, build trust, and ease any concerns about security. I will discuss two key projects here: the Apple Pay launch and the introduction of Lloyds’ Private Banking service

Project one: Apple pay

Process

• Apple Pay Launch:

  • Objective: Create collateral that would introduce users to Apple Pay and its key benefits, convenience, speed, security, and simplicity.

  • Conceptualisation: I collaborated with the creative team to develop messaging that reassured customers about the security of Apple Pay and emphasised the ease of use.

  • Assets Created: I designed a suite of digital assets including email templates, landing pages, and website homepage banners. The messaging highlighted the benefits of quick, easy payments and secure shopping, with a focus on user-friendly design and approachable language to overcome any reluctance towards adopting a new payment method.

    
    

  Outcome

• Apple Pay Campaign
  The campaign successfully educated customers on the ease and security of using Apple Pay. We saw high engagement rates across all digital touchpoints, and the product adoption was significant as a result of the clear, trustworthy messaging.

Project two

Private banking services

Objective

To introduce Lloyds’ private banking service while educating customers on the importance of pension pots and how to finance life after work, encouraging sign-ups for private banking services.

Conceptualisation

I developed a concept that positioned private banking as a gateway to a more personalised and exclusive banking experience. The messaging emphasised the tailored financial advice customers would receive, helping them feel confident about managing their finances for the future. The added focus on pension pots helped customers think about long-term financial planning, specifically life after work.

Assets Created

I designed landing pages, email templates, and direct mailers (DMs) that invited customers to learn more about the private banking services, schedule meetings with dedicated advisors, and take control of their financial future. The messaging balanced the exclusivity of private banking with the accessibility of helpful advice, ensuring customers felt both valued and empowered.

Outcome

The project successfully introduced Lloyds’ private banking services and raised awareness of the importance of retirement planning. The educational aspect resonated with customers, driving a high rate of sign-ups for consultations with financial advisors and improving customer understanding of how to manage pension pots.