toomanytigers is the new name for Ray Mills-Morrow’s creative consultancy, formerly know as Read Between The Lines.

Creative and long copy: Lloyds Bank


  • Creative copywriting
  • Advertising copy
  • Long copy

When Lloyds Bank split from TSB in 2013, Rufus Leonard led an exciting brand rebirth. As part of a multi-agency team, Bristol-based Studio Six brought it to life across both Private and Commercial Banking.

Far from typical banking fare, the new Lloyds Bank is a brave new direction that eschews lazy jargon and bankspeak for a tone of voice that feels like a true breath of fresh air. Marrying heritage with modernity, it makes a more emotional connection by bringing moments that matter – and the bank that enables them – to life.

It’s been a challenge and a pleasure to be part of the team who delivered the initial rebrand, and to continue to support the evolution and roll-out.

Not for a second did I imagine that a financial services client might feature here in my best bits, yet innovative, thoughtful branding, brave clients, and the brilliant team at Studio Six has elevated the sector to new creative heights.

This punching-above-its-weight agency balances brand fidelity with champing at the bit creativity, and strategic thinking with hardworking, fit-for-purpose creative – and they’re jolly nice sorts, too.

Say hello to Studio Six.