When launching the Island Premier account for Lloyds TSB we faced a perception problem. Known for its High Street presence and strong retail offering, how could we reposition the bank to appeal to the very wealthy?

Our answer was to dispense with the established corporate colour palette and design smart promotional material styled in black and silver, featuring commissioned photography of aspirational items including a Steinway piano, a Mont Blanc pen and a Lalique vase. The Customer Welcome Pack was
housed in a hard-bound box to give it presence.

The project was a fine example of our integrated approach. The design concept originated in our Guernsey studio. Photography was also shot and art directed in Guernsey. Final artwork and print and media buying was handled from Jersey. The account continues to be handled from the Jersey office.

The campaign was a huge success, resulting in over 1,000 new accounts being opened across Jersey, Guernsey and the Isle of Man in the seven month period after launch.