Lloyds Banking Group
Leadership Campaign
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Discover A Career That Matters
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Lloyds Banking Group has a strong learning culture that fits around individuals – enabling them to make there own choices and shape there own careers. By discovering what interests employees both personally and professionally, we used strengths and passions at the heart of, the campaign. 

Your Tribe
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Discover a career that matters to you, encourages a process of self-discovery to help people discover where their strengths and passions are, equally where you could take them in the future. By identifying key areas of opportunity into five tribes, Strategy Ace, Relationship Champion, Tech Marvel, People Maestro or even a Solutions Pro, this would enables us to reveal the skills and passions behind each individual.

Bespoke Icons
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Working closely with F37 Font Foundry on over 100 unique icons for the campaign. We created icons that had to adapt to Lloyd’s existing icon style. Icons representing tribes, skills and passions where created, structured and engineered into a working dingbat font.

This enabled application of the the icons in both digital and print environments within the campaign applications. 

Leadership Influencers
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Using vignettes of leaders within LBG to show them discovering both personally and professionally what working a LBG means. Highlighting both tribes, strengths and passions and how this influences and is represented in there day to day roles. 

Story Telling
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Using both film and photography, it enabled short, mid and long form story telling across multiple platforms from social to advertising. Using a targeted marketing strategy to deliver the campaign to the right audiences and to help attraction.