ALD Automotive is the leader in vehicle leasing operations in Europe and manages over 1.4 million vehicles across 43 countries worldwide.
The brand-new ALD Mobility Experience Centre in Bristol is a unique and dynamic centre where the company’s clients can come together for interactive sessions that challenge traditional ways of approaching business travel and fleet management. Interactive audio-visual gaming technology and ALD’s expert Consultancy Services team facilitate the on-site conversations and nurture discussions between key stakeholders. Jazzbones’ brief for this major UK launch was to create Mobility Experience branding from scratch before rolling out a wide range of collateral, including the interior design and signage for the mobility suite itself to a website landing page, event stands and flyers, printed invitations, digital marketing and Social Media.
After a series of fruitful brainstorming and planning sessions with the ALD marketing managers, Jazzbones’ in-house designers set about creating a visual identity that not only mirrors the futuristic nature of the Mobility Experience itself but also also lends itself to a long-term communications campaign across both digital and print media. After creating an extremely well-received selection of potential routes, the final designs captured ALD’s contemporary brand approach for fleet management with a futuristic, sci-fi twist. We combined abstract photos of vehicle light trails to represent motion and a dynamic, forward-thinking process with a colour palette based on ALD’s Europe-wide brand guidelines. Using blue as the core colour helped us give the designs a strong futuristic feel without compromising ALD’s premium nature DNA. Meanwhile, our copywriting team created a similarly long-term focused call to action under the umbrella header ‘The best way to predict the future is to create it’. As we rolled out the campaign, the feedback to our branding and designs has been extremely positive, both from the client and from fleet managers who have signed up for the Mobility Experience on the Jazzbones designed website or visited the Jazzbones designed facility in Bristol.