LLOYDS BANK

For Lloyds’ British Cycling sponsorship, Leading the Brand development and design, helping turn a complex brand challenge into a clear, connected experience. The idea, Bike Friendly Britain, repositioned the sponsorship as more than a set of rights and assets. It became a platform designed to encourage behavioural change, connect with communities and show how cycling could support a healthier, more prosperous Britain. I developed a flexible design system inspired by cycling culture, built to work across campaign communications, digital experiences, branches, events and sponsorship assets. The thinking also extended into service and product ideas, including rewards, business support and an AI-powered cycling companion, creating a joined-up experience rather than a traditional sponsorship campaign.