The Future of Digital-First Rebrand
summary
Lloyds Bank executes a digital-first rebrand in nine months using Figma to push design tokens and variables straight into code, replacing PDFs with SVGs and decoupling type from color to collapse tangled style sets (12×8 = 96 combos, 81 inconsistent across iOS and Android). A token picker, automated sync, and theme scoping enable rollouts and dark mode; deployment to over 8,000 beta users proves the approach and surfaces issues before full release.
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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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