Building a brand that truly understands SMEs.
The traditional leasing market is often stuck in rigid structures and long-term contracts. PRIME Lease saw an opportunity to do things differently and wanted to launch a new company that makes smooth, flexible leasing a reality for SMEs. Our challenge? Creating a brand that dares to stand out from the major national players. An identity that combines a down-to-earth approach and regional roots with a modern, accessible, and no-nonsense character.
One that not only builds trust, but also grows alongside new market shares and value propositions.
Putting the entrepreneur first, while making mobility easy to facilitate.
A down-to-earth, regional approach.
The heart of the visual identity is the letter 'P'. Its triangular core symbolizes movement and mobility. We chose human, friendly rounded corners that still feel modern and solid. The dynamic transition in the logo represents PRIME Lease's flexibility compared to standard leasing structures: here, you aren't tied down unnecessarily.
In the typography, we combined a clean, professional foundation with distinct character. This mix underscores our belief that business interactions can also be personal. The color palette strikes a balance between cool professionalism (Deep Blue and Ultramarine) and human warmth (Merlot Maroon and Warm Emberline), complemented by Signal Blue for a modern, fresh twist.
The visual language always starts with the person, not the metal. We don’t show polished heroes, but real entrepreneurs in their daily context: on the road, in action, and down-to-earth. The car is always supportive, never the main focus. By using the 'P' from the logo as a frame in brand assets, we literally give direction to the imagery and create a recognizable rhythm across all communication.
Prima Lease is a partner that thinks along with you and takes responsibility. We translated this ethos into every touchpoint: from an intuitive fleet portal to impactful billboard campaigns and social media carousels that breathe regional, down-to-earth authenticity. The result is a brand big enough to handle everything, yet small enough to truly care.