NLC Rebrand

NLC is a service provider of car buying, finance, novated leases, and salary packaging to Australian businesses and consumers.

Expanding from the corporate space into the retail market, NLC required a rebrand. The new brand represents NLC’s approach to making motoring simple and cost effective, in a way that is reliable, easy-going and friendly; ultimately capturing their new brand promise “A better way to buy cars”.

Capabilities
Brand Identity, Digital Design

Sector
Financial Services, Corporate

Collaborators
Photography by Tribal Apes
Site design & development by Creative Factory

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As design lead on this project, I collaborated with NLC’s Marketing team to redesign their brand identity. Seeing the project through from initial concepts to completion, we developed a new logo, colour palette, typography, icons, brand guidelines, stationery, building signage, promotional material and event collateral. I also contributed to the new brand architecture, brand personality, website design, video footage and photo library, in collaboration with the team, external developers and film producers.

The colour palette uses sophisticated tones of grey which contrast against pops of bright green to convey friendliness. Full colour photography is used to bring the brand to life and highlights the car as the core subject, with subtle human interactions to convey connection.

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Project completed at NLC in 2015. I was responsible for design, and worked in collaboration with NLC’s Marketing Manager, Marketing Executive, and National Marketing and Sales Manager.

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Selected work

The Four “M”s

Moving to Mars

Schroders TV

Global Transformation Range