easyMoney

Project: Banner concept and design

Client: Lloyds TSB

Role: Designer

Date: February 2004

These banners were created in response to strict legal regulations around promoting credit card transfer interest rates. Typically, showing a transfer rate required the inclusion of the APR and several lines of legal text, adding clutter and reducing visual impact.

To work around this, I designed an eye-catching kaleidoscopic animation paired with bold branding, deliberately omitting the transfer rate. This strategic ambiguity allowed the ad to stand out without triggering compliance requirements.

Results: This approach proved highly effective, achieving a 24% click-through rate, well above industry norms.