Grosvenor Group Rebrand for Clarity, Impact and Growth

Grosvenor Group are the UK’s largest independent fleet management provider. Extensive customer research, supported by AI-powered data analysis, revealed that their brand proposition needed updating to better align with the evolving needs of their clients and the industry.

With three distinct brands – Grosvenor Leasing, Interactive Fleet Management, and OSCAR – Grosvenor Group recognised the need to work with a brand design agency on an updated and unified brand identity. They partnered with Engine Creative to transform their brand, clarify their messaging, and build engagement with their target audiences.

Together, we created a cohesive and compelling brand proposition that would resonate with their customers and strengthen Grosvenor Group’s position as an industry leader.

Grosvenor Group Brand Identity Design Transformation

What We Did:

– Conducted Discovery sessions and research,
– Developed new Grosvenor, IFM, and OSCAR brand identities
– Designed a clear and cohesive group brand framework and guidelines
– Produced brand launch campaign including brand videos, media assets, and internal launch presentation
– Updated intranet and brand assets
– Designed headquarters’ interior/exterior branding update
– Launched new brand websites
– Implemented comprehensive marketing data capture and reporting
– Provide ongoing brand consultancy to align with Grosvenor Group’s business strategy and growth

Industry:

– Fleet Management
– Automotive
– Financial Services

Results:

– Elevated brand perception in the fleet industry
– Streamlined scalable brand communications
– Centralised brand asset management via intranet
– Data insights on all brand and marketing activity

Challenge:

Grosvenor Group recognised the opportunity to streamline and unify their branding across Grosvenor Leasing, Interactive Fleet Management, and OSCAR to enhance market clarity and position the company for future growth. Disjointed messaging, websites, and offerings impacted the Group’s ability to ramp up marketing activity. Seeking a rebranding agency as their strategic creative partner to overhaul their brand ecosystem, Grosvenor tasked Engine Creative with unifying their identities, clarifying value, and creating scalable assets to drive enquiries.

Approach:

Through a series of discovery workshops, we defined Grosvenor’s objectives, values, and brand proposition. From these insights, we proposed a unified brand transformation structure that retained Grosvenor and IFM (updated from Interactive Fleet Management) identities within a single Grosvenor Group framework.

The Output:

Our unified brand identities for Grosvenor and IFM, including logos, guidelines, creative brand content, including visuals, videos, websites, and assets, clarified messaging, enabled scalability, and modernised Grosvenor’s presence, driving engagement and enquiries. Engine Creative now serves as Grosvenor Group’s retained creative and digital agency, providing ongoing consultancy and weekly brand reviews to ensure rolling brand activation supports business growth.