Art direction, print design and shoot direction for Lloyds Banking Group.
My intention in art directing the booklets was to bring the warmth and recognition of individuality which management requires.
Lloyds banking group consists of Lloyds, Royal Bank of Scotland and Halifax. The group share common values but have very different brands.
Art directing, shoot directing and designing for each unique brand requires a deep understanding of the visual language, tone of voice and people making up each brand.
Performance management helps employees to be their best. Presenting these values in an overarching corporate layout might alienate employees identifying with each brand.
Booklets featured real employees shot in the branches they work in each day. This brings authenticity and makes it relatable. Making them feel relaxed in front of the camera and capturing these people's genuine smiles was a fun challenge.
Thank you to Producer Bianca Blair and our amazing photographer, assistant, stylist and make up artist.
