US Express Leasing - Brand Identity
This Credit Suisse Boston-backed financial industry start-up outside of NYC was formed to fill a niche in the leasing industry. Their approach is to provide smaller leasing companies across the country with the personalized service, options and collective pull enjoyed by the big players. Bright colors, dynamic layout and imagery of real people were all applied to make the brand more approachable and friendly, rather than big-bank slick. Included was the brand mark, on-location photography and coordinated print marketing collateral and website
What is a brand?
Love at first sight. It’s a signal, a set of primal instructions pressing your imagination. Intriguing, holding and telling you a lot about what it wants you to know, all in a virtual blink. Shapes, shades, arrangement, entendre. From a visual brand you can hear a thousand words per second. It’s not certain why you can know so much so fast, but the fact is that you can and you will. You can see straight through to the essence if everything is in order. Captivating, promising, and assuring, it’s the outline of a face, the firm hand shake of intent and the collective symbol of capability. It isn’t an ornament. It's the lasting impression you give and the attention you receive. It’s a harmony of everything you communicate and all that is believed about you.