To reposition credibly, Leasing Solutions needed a new story for customers and employees across its 21 markets. It needed to engage customers, build understanding of the circular economy internally, and strengthen its reputation to attract top talent.
Our challenge was twofold: reposition the brand around the circular economy, and align the internal culture, values, and employee proposition with it.
Starting with ‘why’
We began by defining Leasing Solutions’ new purpose: ‘We are committed to unlocking the circular economy to sustain the world we ...
To reposition credibly, Leasing Solutions needed a new story for customers and employees across its 21 markets. It needed to engage customers, build understanding of the circular economy internally, and strengthen its reputation to attract top talent.
Our challenge was twofold: reposition the brand around the circular economy, and align the internal culture, values, and employee proposition with it.
Starting with ‘why’
We began by defining Leasing Solutions’ new purpose: ‘We are committed to unlocking the circular economy to sustain the world we share’.
From there, the focus turned to how the purpose would translate across the business, forming a brand story grounded in the circular economy, centred on the human and environmental impact of moving towards more sustainable ways to feed, build, connect, transport, and care for the world.
We also refined how customer value propositions were communicated and evolved the visual identity – creating a clear, modern and consistent design system. The result was a comprehensive brand book, bringing together everything for launch.
Aligning values
Alongside brand narrative, we refreshed the values to align with the new direction of the business. Working across markets with HR and communications teams, we reviewed existing values and behaviours against the new purpose, refining the language and rethinking where needed.
One story, inside and out
Employer brand was an integral part of the repositioning, aligning people and culture around the circular economy story. Across Europe, many markets had developed their own employer brands, making consistency a key challenge.
We developed a shared employee proposition ‘unlocking the circular economy’, supported by three promises: Shape, Grow, Thrive. Each pillar brought together the proof points behind the employee experience at Leasing Solutions into a simple but meaningful framework.
The look and feel was integrated into the wider brand identity, with the addition of an approachable cursive font adding a conversational quality.
Launching at scale
The external and internal launch was planned centrally and delivered across all markets.
We supported a full launch, beginning with phased internal communications and engaging office graphics. Leaders were also equipped with engagement tools to run interactive team sessions.
For external promotion, we produced social media, web pages, and a structured communications plan for markets. It was also translated into customer-facing materials, including a sales presentation aligned with the updated positioning.
Everything was centrally translated by the Paris team to ensure alignment, and a coordinated launch across markets.
From launch to learning
To make the shift meaningful, we recommended a learning approach to support the move towards the circular economy. As the work evolved, Leasing Solutions introduced a dedicated programme: Circular Economy Essentials.
Bowline helped shape this into a structured, e-learning experience, giving employees the tools to build knowledge and connect the purpose to their day-to-day roles.
Like the circular economy itself, this story didn’t stop at launch. It continues to build, shaping how Leasing Solutions shows up for both customers and employees, evolving and strengthening over time.
