From finance to freedom,
Time to shift Esanda, the biggest car finance dealer in Australia, from a manual,
static, restricted brand to a more automatic, mobile and liberated brand.
There is an interesting creative platform in the notion that Esanda is not
simply in the business of car finance - but Automobile Liberation.
This identity provides Esanda dealers with new tools to promote the brand
in a more dynamic way, breaking out of the conventions of finance.
This isn’t about numbers, calculators and hand shakes.
It’s about uniting a car with an owner. Bringing some personality to the process,
creating an emotional, rather than a rational, solution.
In other words:
We don’t just provide car finance.
We unite cars with owners.
We are match-makers.
Conceptual work only. Created at Interbrand Melbourne
Creative direction: Jake Smallman
Copywriting: Jake Smallman, Joao Peres and John Kerswell
Design: Joao Peres
Illustration: Joao Peres
Strategy: Dean Christie
O1. Posters to introduce the new identity and raise awareness amongst customers
O2. Mirror hangers promote interaction between the customer and its potential 'car mate'
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