Lloyds Bank and TSB split, using brand narrative to claw back reputations

TSB-ad-campaign

Twenty years after merging, Llyods and TSB (Trustee Savings Bank) have parted ways as a result of the 2008 $20bn taxpayer bailout. The split was enforced by the EU to promote competition between the UK’s major financial institutions. The rebrands for Lloyds and TSB were both executed by London-based designer Rufus Leonard (conflict of interest, I hear you say?!) and are a contemporary refresh of their existing marks. While the brandmarks aren’t exactly groundbreaking, the narratives built into both marketing campaigns are quite compelling. 

lloyds-tsb-branding

After the PR nightmare of the taxpayer-funded bailouts, it’s not surprising that both brands position themselves as being there for the little guy; a sentiment that is quite effectively communicated in both campaigns. Founded in 1810 by a Reverend, TSB has formed a narrative around its altruistic heritage as a local lender to the little guy. Lloyds meanwhile is taking the approach of being there “For the moments that matter”, such as buying your first home or starting a business. Both ads are worth a watch:

Unfortunately it looks like TSB ran out of budget by the time it got to the website. Merely weeks old, the site looks like it’s paying a visit straight from the 90’s. Occupying a small corner of the screen with clunky tab navigation and minimal brand messaging, it shares nothing of the strength and beauty of its print and TV ads.

 

TSB-website

 

Tamarin Watson
Design Creative

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