The Future of Digital-First Rebrand
summary
Rebrand of Lloyds Bank ships in 9 months by embedding a digital-first design language into Figma, using design tokens and variables that are tokens synced to code so themes and icons flow from canvas to apps. PDFs are swapped for SVGs, a token picker and scoping enable dark mode later, and a beta of 8,000 users validates rollout. Outcome: a system-scale rebuild (250 source assets that would become ~2,000 in code) that actually works.
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chapters (15)
- 0:00Digital-first rebrand challenge
- 1:14Team roles and initial challenges
- 3:02Traditional rebrand failures digitally
- 5:53Design language bridge
- 7:17Rebrand with archival inspiration
- 10:06Digital color and typography
- 12:11Iconography and motion principles
- 13:33Technical implementation deconstruction
- 14:36Short-term rebrand launch changes
- 16:02Medium-term design language protection
- 17:48Long-term scalability and accessibility
- 18:53System reconstruction for deployment
- 20:37Culture and support for new system
- 21:19Future of digital experiences at Lloyds
- 22:22Key takeaways
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