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How do you bring a new mobility brand to life in the Belgian market?
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How do you merge two industry-leading automotive brands into one unified identity that spearheads the mobility revolution? How do you ensure your new brand and visual identity remains locally relevant while bringing it to life at every touchpoint?
This was the challenge facing Ayvens Belgium following the international merger of ALD Automotive and LeasePlan in 2023. Our strategic and creative brand experts delivered a thorough local rollout that elevated the brand identity to new heights. The result? A powerful, consistent brand experience that represents tomorrow's mobility in the Belgian market.
Brand, business & experience design
Creative & content production
Marketing programmes & campaigns
Local brand implementation
Digital transformation
Unified brand experience
Mobility in transformation
Mobility is undergoing a fundamental shift. Under pressure from urbanisation, traffic chaos, electrification and sustainability requirements, more and more consumers are switching from owning a car to using one, and from single to multimodal solutions.
In this context, two market leaders, ALD Automotive and LeasePlan, decided to join forces and transformed into a new brand: Ayvens. It offers sustainable mobility solutions to organisations and individuals. In doing so, Ayvens follows the course already charted by its legacy brands: they focused on fleet electrification a decade ago, long before it became a mainstream topic.
By merging two strong brands and rebranding them into one coherent identity, Ayvens champions a vision of mobility that goes beyond traditional leasing and fleet management services.
Challenge
Bringing a new international mobility brand to life locally with impact at every touchpoint, whilst maintaining customer trust and brand value.
Solution
A holistic rebranding strategy that transformed digital assets, physical locations and internal communications into one coherent brand ecosystem.
Bringing the brand to life
Rolling out this rebrand was the final piece of bringing together two top legacy brands. The new brand identity shows that Ayvens doesn't just offer mobility – it wants to fundamentally redefine it. Whilst this branding was set internationally, it needed to come alive locally – with a uniform presence for customers, stakeholders and employees in Belgium. Ayvens entrusted the local brand implementation to us. As a partner of ALD Automotive, we understood the market context and challenges facing the new brand, and we knew what vision it wanted to champion. We offered not just creative solutions, but proposed a strategic partnership that went beyond the initial local rollout.
"After merging our brands, we needed a partner who could help us roll out the new international brand guidelines in a coherent but locally relevant way in Belgium," explains Xavier Kervyn de Meerendré, Marketing & Communication Director, Ayvens Belgium. "We weren't just looking for a creative agency, but a strategic partner who could guide us through this complex transition."
Co-pilot in the race towards tomorrow's mobility
When ALD Automotive acquired LeasePlan in 2023, the companies sought a new brand name that captured the ambitions and vision of the unified organisation. It became Ayvens (pronounced 'eevens'), a creative fusion of the words way, heaven and advance. With sustainable and flexible solutions where ease of use and peace of mind take centre stage, Ayvens promises to continuously improve its customers' mobility experience. Today, Ayvens is a financially strong, publicly listed group and one of Belgium's largest leasing companies. It offers full-service leasing, fleet management services and multi-mobility solutions to large enterprises, SMEs and individuals. To do this, Ayvens deploys a fleet of 3.3 million vehicles in 42 countries, including more than half a million electric vehicles. They measure their service against three pillars: sustainability, flexibility and accessibility.
Our collaboration with Ayvens began in 2018 as marketing automation consultancy for ALD Automotive and gradually grew into a lasting partnership built on trust and mutual respect.
As a strategic partner, we act as co-pilot on their journey towards tomorrow's mobility. We understand their vision, challenge them and provide strategic advice where needed. Beyond the creative work, we also provide manpower: our dedicated team members work directly at Ayvens to support implementation of their marketing automation – we set up campaigns, build emails, check results and optimise automated mailings.
Total identity transformation
We understood that a successful local brand rollout required more than simply applying international guidelines. It was about translating the brand identity to the Belgian context and implementing it consistently across all aspects of the organisation.
We tackled this in three ways:
Strategic translation: We translated the international brand identity into locally relevant expressions, with the core values and positioning 'Better with every move' and the mission to make mobility more sustainable, easier and better at the centre.
Creative implementation & campaigns: We developed over 200 digital designs and redesigned 6 physical locations, including showrooms, offices and car markets. We handled signage, wayfinding, creative office décor, and brand implementation across the vehicle fleet. We adapted all printed materials and rewrote letters and documents according to the new brand's tone of voice. Additionally, we developed the media plan for awareness campaigns, created social assets and prepared dozens of email communications as part of the rebrand.
Efficient collaboration: Through joint workshops, we set up a complete bespoke JIRA structure to optimise collaboration and work more efficiently. Weekly status meetings and close collaboration with various departments ensured we could guarantee consistent rollout of the new brand identity, both internally and externally.
The result of this intensive collaboration is a completely transformed brand that delivers on the promise 'Make life flow better'. Ayvens now positions itself as an integrated mobility partner ready to shape the future of mobility.
"iO became an extension of our team," says Xavier Kervyn de Meerendré. "They understood our challenges and offered expertise in every area where we needed support – from designing signage for our buildings to writing blogs about leasing and refining sales pitches."
The numbers behind the brand transformation
- 200+digital designs developed and rebranded
- 6physical locations completely transformed
- 1.5years of intensive collaboration on rebranding
- 3expertise domains (copy, creative and client services) working seamlessly together
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A brand that flows like mobility itself
The new brand identity has been consistently implemented across all touchpoints – from digital platforms to physical locations – so that customers, employees and partners receive a uniform brand experience that builds trust. The brand radiates innovation and sustainability – core values that are essential in the evolving mobility market. Ayvens operates from an international vision, yet remains nationally anchored with local, specialised teams.
"iO's expertise and flexibility helped us navigate a complex transition successfully," notes Xavier Kervyn de Meerendré. "They didn't just transform our visual identity, but also helped us tell our story consistently to all our stakeholders."
Future-focused mobility
Successfully rolling out this massive rebranding project within the set timeframe confirms what we already knew: our teams have everything it takes to support major international clients through complex transformation processes.
"By combining our expertise in brand design, content creation and marketing, we've provided a holistic solution that supports Ayvens' business objectives," says Astrid Vanwolleghem, Design Director, iO.
Ayvens' journey has only just begun, and we're proud to be their partner as they redefine mobility – making life flow better, with every move.
Want to know more about how iO can help with your branding or rebranding?
Get in touch with our experts for an informal chat about how we can support you in developing, refreshing or creatively rolling out your brand identity.