The brief from Lloyd’s was firstly to develop a set of UI icons that fitted in perfectly alongside their reworked logo and custom type. The second challenge was to build upon a handful of spot illustrations — supplied by their branding agency — and expand these into a library of ownable and characterful assets.

Working closely with the internal design team at Lloyd’s, we went on to create a truly unique suite of icons and pictograms. Not only did they integrate perfectly as part of the brand refresh, they also provided the interfaces with a brush of eccentric Britishness and charm. Most importantly, the new icons prioritised performance for Lloyd’s millions of UK customers and scored highly in Digital Accessibility Centre tests with low vision users.