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Masterlease

Category
Branding & Digital Identity

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the brief

Masterlease, the leading vehicle leasing company owned by General Motors, commissioned MarketingNet to develop the corporate on-line brand, digital brand guidelines, and a new design for their new group site and fourteen country sites as part of the global role out of their new CMS.

our solution

MarketingNet were particularly well positioned to conduct this project, with extensive experience and expertise in pan-European marketing. Concepts, design options and structure frames were tested using 'eye tracker' technology.

The brand proposition of 'Going further' was translated online as providing a richer environment than the competition, by 'Going further' with regard to usability and accessibility. The online branding needed to have a strong relationship with the offline brand as Masterlease were adopting an integrated customer acquisition programme.

the results

The solution met all the stipulated corporate requirements. In user testing both the group site and the country sites performed well in terms of usability and conformed to all the latest W3C accessibility standards.