Lex Vehicle Leasing, the
UK's largest vehicle leasing company was going through a change of
ownership from Aviva to Halifax Bank of Scotland
(HBOS).
This brief was in two stages – the first to
re-brand the entire organisation, updating it's identity which dated back
to the 1980s. The second was to integrate the new identity with the
parent bank's branding and to create strong propositions for the key channels to market.
Other important considerations within the brief were to differentiate from competitors, maintain and
strengthen the organisation's dynamic and innovative culture, motivating and keeping 1,500 employees in the picture.
Research with staff, customers and prospects showed us that the
name and reputation of the business was very strong but with some confusion over the different
operating divisions and a clear feeling of looking old fashioned.
Our first recommendation was to shorten the name to simply Lex and to design a new brand
mark that was distinctive and forward looking. The
new logo contains a 'hub' device representing
the five main business divisions (rationalised from nine) with the spark of innovation and growth at its core.
Integrating with the HBOS brand meant a new
complementary colour set combining the Bank's purple with Lex orange.
Integrating the bank's strapline 'Look at things
differently' for Lex meant building on the Lex people friendly approach.
In order to launch the new brand internally we organised photo-shoots
at all locations with a wide cross section of staff to embody the brand and bring it to life.
A distinctive look and feel was created for all main divisions including Lex
Corporate which was given it's own unique image
set and positioning based on 'Intelligent Fleet
Solutions'.
All objectives were achieved within time and budget and Lex has had only positive feedback from staff, customers and partner companies.
"Milestone's solution and hub concept made
sense of the organisational structure and has
rejuvenated the brand."
Ian Martin, Head of Marketing Communications
Lex
