Having undergone a review of its brand, Lloyd's of London were fearful that the market would view their re-brand with a mixture of cynicism and disinterest. They had to find a way to engage with the market and employees and help them to buy into the new positioning, as well as bring together the different parts of the Lloyd’s market.
ASHA's Nimbus Photographic Programme was used to train a group of selected Lloyd’s delegates to creatively express the Lloyd’s brand values through the creation of high quality photographic images.
Before launching the course ASHA held a workshop with the Lloyd brand strategy team to identify how best to visually represent the Lloyd’s brand values. Then, in a total of six sessions, the course introduced the delegates to the art of composition, the good use of lighting, how to capture magic, how to photograph people, landscapes and objects and how to use metaphors to communicate the brand.
The resulting license-free image bank has provided new and exciting on-brand photography for a wide range of marketing materials, and super-sized prints are hanging throughout the Lloyd's building. Brand advocacy was built across the market and company, with enthusiastic brand ambassadors ranging from personal assistants to business owners continuing to build the external expression of the brand.