Lloyds Banking Group has launched a major new brand platform in 2026 aimed at strengthening its emotional connection with customers and helping them feel confident about achieving their goals. The initiative, described by the bank as a “bold creative reset,” is called ‘Bank on Lloyds’ and is designed to showcase Lloyds as a trusted partner in customers’ financial journeys.

The new platform spans multiple advertising channels, including outdoor, audio, digital, and audio-visual media, and was first teased via social and influencer activity late last year. The campaign is rolling out across landmark locations such as London’s Piccadilly Lights and IMAX screens, with broadcast and online video executions set to air from February.

Developed with Publicis Groupe’s Power of One team, the ‘Bank on Lloyds’ campaign builds on research commissioned by Lloyds showing that 75 percent of UK adults want 2026 to be the year they achieve their aspirations. The platform emphasises two core themes — capability and possibility — and seeks to reinforce Lloyds’ status as the UK’s “largest digital banking group,” with millions of customers using its mobile and online services.

Suresh Balaji, Chief Marketing Officer at Lloyds, described 2026 as a “pivotal moment” for the bank to reaffirm its relevance and leadership in a rapidly evolving market. He said the campaign represents a significant investment in Lloyds’ brand, crafted to deliver emotional clarity and consistency across every touchpoint, from mobile apps to branches and customer communications.

This brand reset is part of a broader evolution of Lloyds’ marketing strategy, which has increasingly focused on experience-led delivery and modern storytelling to differentiate the bank in a competitive landscape. The fresh platform reflects the company’s ambition to be seen not just as a financial service provider, but as a partner that helps customers move forward with confidence.