Direction•Illustration•Motion
Lloyds Bank
Creative Banking Solutions
Location
London, UK
Brief
Create an animation styleframe storyboard for a stylised motion design project supporting the Lloyds Bank 'State Experience' campaign. The visual direction leveraged cinematic storytelling techniques to translate complex financial narratives into an engaging, high-fidelity sequence. This deliverable established the tonal foundation and aesthetic language for the campaign, ensuring the motion graphics aligned with Lloyds' brand identity while delivering a premium, film-like user experience.
Tools
Adobe Creative Cloud, Adobe Illustrator, Adobe Photoshop
...help customers by providing trusted financial services and supporting communities...
Target State Experience
The Target State Experience campaign for Lloyds Bank is a series of vector illustration animation styleframes designed to visualise a more intelligent, connected future for business banking. Built around highly stylised character design and simplified, modern environments, the work explores how data, insight, and human interaction can come together within a seamless financial ecosystem. The visual language balances clarity and warmth, translating complex banking journeys into accessible, engaging moments that feel both contemporary and human-centred.
Across the system, the styleframes establish a flexible design framework for animation, supporting storytelling that moves between personal decision-making and data-driven insight. From early opportunity detection through to financing, growth, and ongoing business support, the visuals are crafted to demonstrate how Lloyds Bank can proactively support customers at every stage of their journey—blending digital tools, relationship management, and real-time intelligence into one cohesive experience.
Rough Concepts & Scamps
Rob runs a successful vehicle recovery and servicing business that has grown steadily since 2017, but begins to face uncertainty as electric vehicles become more common among his customers. As the market shifts, he receives proactive insights through Lloyds Bank highlighting local EV adoption trends, alongside a clearer view of his own business performance, cash flow, and borrowing potential within a single connected platform.
With tailored recommendations and scenario planning, Rob is guided towards suitable financing options—from asset and asset finance to green lending—and can quickly connect with a relationship manager to finalise funding digitally. This enables him to confidently invest in adapting his business for the EV transition, opening a new dedicated garage and expanding his team.
As the business scales, Rob brings in a finance director who is seamlessly onboarded into an integrated system with immediate access to performance data, Lloyds products, and automated financial processes. With ongoing insights, specialist support, and tools for managing risk and growth, Rob is able to stay ahead of change and focus on building a future-ready, sustainable business.