Think Leasing
(about project)
Think Leasing came to me wanting a rebrand. What they needed was a brand strategy and identity system that actually explained why they were different, not one that just looked different.
(services)
Brand Identity
Brand Strategy
(clients)
Think Leasing
(roles)
Katelin Smith
Designer
(year)
2025
(PROBLEM)
Think Leasing came to me wanting a rebrand, but a logo change wouldn't have fixed what was actually wrong. I ran a deep dive into the business, a questionnaire with the team to get past assumptions and hear how they actually talk about what they do, and a full competitor and gap analysis against SG Fleet, Smart Salary and RemServ. What that surfaced: the old brand never said what actually made Think Leasing different, an all-female team, judgment-free support, no hidden fees, while competitors all read flat and interchangeable. The target audience, women 25 to 40 leasing for the first time, felt overwhelmed and judged rather than supported.
(STRATEGY)
The thesis: make leasing feel simpler and more supportive, judgment-free, clearly guided, genuinely empowering, with the real differentiators named outright rather than implied. I put this to the client in one presentation alongside three creative directions built as answers to it, each a different way of translating that thinking into a visual language, before landing on the one that struck the right balance of warmth and trust. Verve Super and Ubank were reference points throughout, proof a financial brand can be modern and joyful without losing credibility.
(RESULT)
The identity system itself, lowercase wordmark, the hand-illustrated sticker icons, the colour and type system, "a simpler way to lease," plus it in the wild, stickers, stationery, the car wrap once that's ready.
