Frost Insights is a monthly series where we discuss trends, movements, and inspiring work within the design industry. While we believe that being different makes brands succeed, keeping our ear to the ground and examining what is changing around us is imperative for transforming, growing, and increasing a brand’s impact and helping it connect with a wider audience.
As we look to unravel the branding that has captivated our attention, we hope the ideas, theories and thoughts that we share provide valuable insight into our process and the way we approach projects. The first discussion point in our series is ‘Trend or Strategy?’.
What is happening?
During recent times, a multitude of corporate brands have adopted a more playful, dynamic, and personable approach to their visual identity. Many have adopted brighter, bolder colour palettes, and others have chosen sans-serif typefaces to appeal to a wider audience. However, what could be interpreted as a visual trend is much more of a change in strategy, devised to tackle market and industry changes and approach branding with a genuine consideration of consumer behaviours.
The power of consumer-led branding
Consumer-led branding is a strategy that places the customer at the heart of every marketing activity, with the purpose of building relationships and transforming customers into advocates. This could involve seeking their feedback and incorporating it into every aspect of brand development, from visual identity to marketing messaging, to ensure the brand aligns with what consumers truly desire and value. In the case of many corporations that have recently undergone a rebrand, this strategy is clearly on display.
Context is key
British corporation, Lloyds Bank, introduced a brand refresh in 2024, showcasing an adapted colour palette built upon the iconic green (with a brighter, bolder approach), a revamped tone of voice, and a new custom sans-serif typeface. Newly appointed CMO Suresh Balaji, who had led the transformation, described the need for Lloyds Bank to become an “experience-led brand.” He stated, “A brand is the sum total of all experiences, and using design principles across the customer ecosystem is non-negotiable for us.”
Given this, it is unsurprising that the brand’s visual identity has adapted to match evolving consumer trends. The rise of digital banking, escalating consumer expectations, and the demand for personalised financial services are significant factors. The increasing number of online banking users necessitates more digitally friendly colours, bolder typefaces to distinguish themselves in the increasingly competitive digital landscape, and enhanced fluidity to convey ease of use and a personalised experience.
Connecting with your user.
Another example of a consumer-led approach to branding was undertaken by fellow banking service PayPal, which, much like Lloyds, observed a shift in market trends and subsequently decided to rebrand in 2024. Among their new features was a motion language based on everyday payment behaviours, such as tapping, flipping, and swiping. For a brand that has continually revolutionised the banking sector through innovative experiences, emphasising PayPal’s ease of use, the motion language of the identity draws upon the everyday transactional gestures and behaviours of making payments, both digital and physical.
These subtle changes contribute to the brand becoming more human and resonate more effectively with a wider audience. The playful animations are more than just a design quirk; they are all part of a broader strategy aimed at engaging consumers, building reputation, and making them feel that the brand is designed for them. Therefore, what might appear to be a design trend is often an integral component of a more significant reorganisation of a brand’s strategy and approach.