Case Study · Brand System · Collaterals, Social, Campaigns & Email
ALD Automotive and LeasePlan merged into Ayvens. We took the global brand system and made it work on the ground here, from the guidelines and the playbook down to the leaflet, the social calendar and a lead generation campaign that had to keep running while the logo changed.
Ayvens was born when ALD Automotive acquired LeasePlan, bringing two of the largest fleet businesses in the world under one brand.
Globally that means 15,700 employees across 42 countries, 3.4 million vehicles and the largest multi-brand electric fleet anywhere. The brand idea is flow, and the tagline is Better with every move.
In India the two halves each have a history of their own. ALD Automotive India goes back to 2005, LeasePlan India to 1999. Together, as Ayvens India, the business runs a fleet of more than 44,000 vehicles for over 1,800 corporate customers across more than 280 locations, headquartered in Mumbai with offices in Delhi, Pune, Hyderabad, Chennai, Bengaluru and Kolkata.
Every customer had signed with ALD or with LeasePlan. From a certain morning onwards, neither name was on the door.
Two fleets, two service histories and two sets of expectations, all of which now had to answer to a name that had existed for months rather than decades.
The identity was built centrally and built well. What India needed was something a marketing team, an agency and a printer could all follow without a call to Europe.
A rebrand takes months. Demand generation does not get to stop while it happens, and a quiet quarter is far more expensive than a late brochure.
Employees answer the phone and hand over the keys. If they are not fluent in the new brand, nothing built for the outside holds up.
The global identity was not the problem. It was already strong. The job was translation, and then proof, by running real work through it while the change was still landing.
The symbol drawn from the A, the four colours of serene blue, sustainable turquoise, freedom white and optimistic yellow, the typography and the graphic device. Nothing reinvented. Everything applied.
A brand book explains what a brand believes. A playbook tells a working team what to do with it. Manifesto, brand idea, the three audiences and the four tone traits, cut down to what a local team acts on.
Sales carries paper. The leaflet was rebuilt first because it is the thing a prospect is left holding, and it had to make the leasing case on its own.
Lead generation carried on by car model and by car brand, in static and in carousel, so each audience saw the vehicle it was actually shopping for and the pipeline never went quiet.
Topical posts that make an argument rather than mark a date. World Environment Day ran on CNG adoption data, not on a greeting and a leaf.
A monthly newsletter carried the rebrand to employees across seven cities, running on the same system as everything facing the market.
The brand system first, then the work that was built on it and shipped into market.
The guidelines, the playbook and the first collateral built on them.
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The global identity brought into local use. Logo and the symbol drawn from the A, the four brand colours, typography, the graphic device and the photography rules. Everything downstream on this page traces back to this document.
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A brand book tells you what the brand believes. A playbook tells a working team what to do on a Tuesday. Manifesto, brand idea, the three audiences and the four tone traits, compressed into something usable.
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The collateral stack came across to the new brand, and the A5 leaflet was the test case. Why leasing, how it works, the app, and the numbers that make the case, all on one folded piece a salesperson can leave behind.
The work that ran on the new system while the rebrand was still landing.
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A topical post that says something rather than just marking the date. Six frames that open on a question and then run the CNG case, emissions against petrol, running cost, the station network today and where it is headed, closing on the brand.
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Demand generation carried on through the rebrand. Static and carousel running together, cut by car model and by car brand so each audience sees the vehicle it is actually shopping for, with the app and the leasing proposition doing the qualifying.
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A monthly newsletter written and designed for employees across seven cities, running alongside the external work. Campaign results, training, milestones and the integration story, so the people answering the phone knew the brand before the market did.
These are the figures the client published in their own May 2024 report, alongside the scope of the system that was built.
| Brand system | A 135 page guideline set and a 31 page playbook put into working use by the India team |
|---|---|
| Collateral | Leaflet and marketing collateral rebuilt on the new identity |
| Reveal campaign | More than two million impressions in under a month across LinkedIn and Meta |
| Lead generation | More than 160 leads in under a month, run by car model and by car brand |
| Topical social | A six frame World Environment Day carousel built on CNG adoption data |
| Internal | A monthly newsletter carrying the rebrand to employees across seven cities |
Net effect: the new name arrived with a system behind it rather than just a logo swap, and the funnel kept producing while it did.
A rebrand is only finished when it stops needing to be explained. The guidelines settled what the brand looks like, the playbook settled what it sounds like, and the work that followed proved both in market rather than in a deck.
The useful part is the order it happened in. System first, so nothing downstream had to be argued twice. Collateral next, because that is what sales carries into a meeting. Then campaigns and social, running on the same rules, and the newsletter carrying all of it back to the people who deliver the service.
Two companies, two histories, one name. Better with every move.
Brand systems, collaterals, campaigns and the always-on work that keeps demand moving while the name on the door changes.
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