Fleetfinders Rebrand By Smith

Helping FleetFinders with a new direction

The Insight

We were approached by an existing client Luke to develop a new brand for a new business venture. With an already successful asset finance business, Luke wanted to create a brand focused specifically on commercial vehicles.

Luke already had a name for the new business – but we said to him we could do better. The initial name and idea was Monkey Commercials – to create a brand positioned around a chimp, with humour injected into this.

After working through our branding process with Luke, we understood that he wanted to attract fleets of vans, rather than just one-off purchases.

From this insight – we recommended renaming the business FleetFinders.

The Challenge

After substantial market research, we found that the commercial vehicle sector was brandless. Most companies adopt similar brand identities, colours and don’t have a personality.

We created a digital-first brand for FleetFinders that is highly distinctive and memorable.

The website is easy to use, is embedded with behavioural science principles and is already effective in converting website visitors to customers.

What we Did

  • Naming
  • Brand strategy
  • Brand identity
  • Website design
  • Website development

Colourful Idents help this brand pop

A suite of Icons to be used across all channels


Social Graphics for brand consistency


Born to be effective, not decorative, we’re here to drive growth for our clients. With a mixture of capabilities, we partner with clients who place brand at the centre of their business.

Let's Grow together!

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