Why I Love Working in Brand and Experience

In my role as Experience Design Director and interim Group Brand Director at Lloyds, I’m driven by a relentless curiosity and a desire to disrupt the status quo. I’m often the only voice in the room asking, “Why did we decide to do it this way?” and pushing for exploration beyond the conventional. My mission is clear: if we keep doing things the same way, we’ll keep getting the same results. We need to embrace differentiation and be proud of it because it’s what makes us stand out as a brand.

Over two decades ago, I embarked on a journey in design fuelled by a passion for orchestrating remarkable, crafted experiences. Today, I am proud to be in a position where I can leverage that passion on a grand scale, leading one of the UK’s largest and most talented design teams. My role allows me to challenge preconceptions and infuse charm and optimism into every touchpoint of our brand.

Every interaction with our services—whether making a payment or starting a business—shapes our brand. This reality motivates me to ensure that our experiences are not just functional but also authentic and engaging. It’s not just about meeting expectations but about redefining them.

My recent role change at Lloyds has rekindled my enthusiasm for design, reminding me of why I started this journey: to build experiences I can be proud of, defy the notion that banking is boring and do that in a way that resonates with customers and drives growth for the bank. Banking is fundamental to how we live, and design is central to transforming it into something extraordinary. 

As an enterprise leader, I am committed to excellent design across the organisation. This challenge excites me because it’s not just about maintaining standards; it’s about setting new benchmarks and creating experiences that truly resonate. I am dedicated to ensuring that every challenge we undertake is infused with the innovation and charm that make us proud.

My journey from a curious designer to an enterprise leader has been about embracing and celebrating differentiation. At Lloyds, I have the privilege of shaping a future where design disrupts the ordinary, challenges preconceptions, and crafts experiences that captivate and inspire. I am excited to continue pushing boundaries and leading with creativity and passion in every endeavour we undertake.

Watch this space.