Photolease is an independent finance company who have specialised in leasing equipment to the imaging industry for over twenty five years. After experiencing a period of growth and moving premises, the company was looking to develop its offering beyond its core audience.

ASHA’s analysis of the market revealed that the personal service offered by Photolease was largely inimitable. By looking at the offer to both dealers and customers, ASHA defined the positioning for Photolease as ’A financial friend that understands my world’.

ASHA’s brand strategy included a system for brand architecture and a direction for marketing material and advertising. The corporate identity was eye-catching as well as friendly and approachable – in direct contrast to the traditional financial services companies.