A company of Smartgroup Corporation, Smartleasing is one of the largest providers of novated leases in Australia, servicing medium to large organisations in the not-for-profit, government, health and corporate sectors.

Brand Refresh

The aim of the brand refresh was to overhaul Smartleasing’s marketing collateral to increase customer engagement without losing brand recognition. The challenge was to push the brand forward and ensure that all brand and marketing assets looked fresh and engaging while reflecting Smartleasing’s value and market positioning.

This was achieved by introducing new imagery that focuses on customers enjoying the benefits of Smartleasing’s product offerings. Resulting in collateral being more immersive and fostering a personal, more relatable point of view for the customer. A graphic device was also introduced to reinforce Smartleasing’s branding when applied across multiple channels and touchpoints. The ‘pointer’ device is designed to draw attention and lead the viewer’s eye to a particular point in the overall messaging. 



The typography was refined to more structured applications and the restrictive colour palette was expanded upon to give more vibrancy to the marketing collateral.

Advertising and Promotions

Creative direction and execution of monthly deal-based automotive promotions for Smartleasing clients. Creative is rolled out across multiple channels including display advertising, eDMs, social and print advertising.