Think Leasing
A simpler way to lease
A simpler way to lease
A simpler way to lease
(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.
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.
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 Strategy
Brand Identity
(client)
Think Leasing
(roles)
Katelin Smith
Designer
(year)
2025
(PROBLEM)
Think Leasing, a novated leasing provider, came to me wanting a rebrand. A logo change wouldn't have fixed what was actually wrong. Research surfaced the real problem: the old brand never said what made Think Leasing different, an all-female team, judgment-free support, no hidden fees, while competitors like SG Fleet, Smart Salary and RemServ all read flat and interchangeable. Their audience, women 25 to 40 leasing for the first time, felt overwhelmed and judged rather than supported.
Think Leasing, a novated leasing provider, came to me wanting a rebrand. A logo change wouldn't have fixed what was actually wrong. Research surfaced the real problem: the old brand never said what made Think Leasing different, an all-female team, judgment-free support, no hidden fees, while competitors like SG Fleet, Smart Salary and RemServ all read flat and interchangeable. Their audience, women 25 to 40 leasing for the first time, felt overwhelmed and judged rather than supported.
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(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. These are a few spreads from the full presentation, get in touch if you'd like to see the whole deck.
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. These are a few spreads from the full presentation, get in touch if you'd like to see the whole deck.
(Click to enlarge)
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(RESULT)
think leasing: unhurried, built to read like a sentence rather than a company name, keeping the lowercase wordmark but reworking how it sits. Hand-illustrated sticker icons and hand-drawn accents do the work jargon used to do, guiding attention without ever feeling corporate. Forest green and lime carry the confidence, softened by lilac, mauve and honey. Instrumental Serif for headlines, Open Sans for everyday reading. "A simpler way to lease" isn't a tagline sitting on top of the brand, it's what the whole identity now says.
think leasing: unhurried, built to read like a sentence rather than a company name, keeping the lowercase wordmark but reworking how it sits. Hand-illustrated sticker icons and hand-drawn accents do the work jargon used to do, guiding attention without ever feeling corporate. Forest green and lime carry the confidence, softened by lilac, mauve and honey. Instrumental Serif for headlines, Open Sans for everyday reading. "A simpler way to lease" isn't a tagline sitting on top of the brand, it's what the whole identity now says.
