LLOYD’S OF LONDON
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.
We identified the ways in which photography could be used to build the Lloyds brand. We then used our Photographic Programme – Nimbus, to train a group of selected Lloyd’s delegates to express the brand through the creation of high quality photographic images.
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.
The resulting licence-free image bank provided new and exciting on-brand photography for a wide range of marketing materials – including the super-sized prints hanging throughout the Lloyd’s building and the book ‘Hidden Talent’ we designed and created – which was sold through Amazon as well as Lloyd’s.
Nimbus Photography brought the Lloyd’s brand to life and inspiration to everyone on the course. This book is a celebration of all those who took part and shared their view of life at Lloyd’s.
Nileema Allerston, Brand and Marketing Manager – Lloyd’s
In an institution such as Lloyd’s there is masses of creativity and the vast majority of it is not expressed. Nimbus was an opportunity for people to get carried away and be expressive without any risk – which, let’s face it, is not what Lloyd’s is renowned for.
Bruce Carman, War Underwriter — Lloyd’s of London
The Nimbus course taught me to look at objects in a different way. Having access to Lloyd’s was a great privilege and an inspiring location to photograph. I didn’t think the result would have as much impact as it did!
Kate Newell, Corporate Communications — Lloyd’s of London