LeasePlan's transition to what's next in sustainable mobility
ROLE / VISUAL DESIGNER & BRAND STRATEGIST
THE CHALLENGE
LeasePlan was evolving. The business was shifting toward sustainable mobility, but the brand identity hadn’t caught up.
Across global markets, inconsistencies in colour, typography and layout were diluting clarity and slowing momentum. The brand identity needed to honour LeasePlan's integrity, while signalling a confident new direction.
THE PROCESS
Work began with workshops and brand audits across international touchpoints. Problem patterns emerged quickly. Colour use was fragmented, there was inconsistent hierarchy and a lack of scalable structure.
Multiple visual territories were explored and tested against real campaign scenarios. Accessibility, adaptability and governance were stress-tested early to avoid future friction.
THE SYSTEM
The colour palette was streamlined for clarity and contrast. Typography was recalibrated to feel confident and human. Core brand devices were refined into a structured, flexible framework that could scale globally without losing recognition. Every element was designed to work harder, not louder.
THE IMPACT
The result was a brand that feels aligned with LeasePlan’s ambitions. Global rollout became more cohesive. Campaign execution gained consistency. Storytelling about the sustainability of LeasePlan's vehicle fleet was strengthened.
Most importantly, the brand now supports where the business is going, not where it has been.
TECH & CORE SKILLS
– Brand strategy translation
– Global identity systems
– Accessibility-led colour optimisation
– Typography systems
– Workshop facilitation
– Cross-market collaboration
Selected works
Fellowmind's evolution as a digital partnerDigital Experience, Branding & Campaign
Wavin's innovative sustainability product breakthroughDigital Platform
Elevating Spacetalk's vision of connected familiesDigital Campaign & Content
ITRS as a leader in AI-powered real-time monitoring solutionsDigital Experience & Branding
Defining impact for Toyota Finance's sustainability roadmapInfographics, Data & Strategy
Sharpening Focus Creative's edge in a crowded marketDigital Experience & Branding
Building a scalable system for ITRS UptrendsDesign System
Establishing ITRS Opsview as the go-to for MSPsDigital Campaign & Content
PhotographyLove Stories, People & Places
