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Motorlease Brand & Website Development - With Us, It's Personal

Client
Motorlease is a national fleet management company that specializes in custom, personalized solutions to meet the needs of mid-size fleets.
Opportunity
Modernize the Motorlease brand and digital presence while preserving its legacy, refining its marketing position to focus on mid-size fleets, and creating a highly strategic user experience to drive engagement and conversions.
Services
Website & UX Design, Brand Development, Video & Animation

Experience the new Motorlease brand and website here.

Overview

New Park Creative had the unique opportunity to partner with Motorlease Corporation, a long-term client and a legacy brand in the fleet management industry for nearly 80 years. The challenge was twofold: modernizing the brand’s aesthetic while preserving its long-standing equity and refining its market positioning.

Motorlease sought to transition from being a fleet management company for everyone to a highly specialized provider catering to midsize fleets with distinct needs. Additionally, the company aimed to showcase its high-touch, customizable service model in an industry increasingly dominated by impersonal, tech-driven solutions. A critical component of this transformation was the redevelopment of their website, ensuring an intuitive, content-rich, and conversion-optimized experience for all user types.

Approach

Our deep understanding of Motorlease’s business and leadership vision allowed us to craft a brand evolution that balanced tradition with innovation. The website redevelopment was a cornerstone of this effort, with several key initiatives:

  • Brand Messaging & Identity: Implemented a refreshed brand language, balancing legacy values with a modern, compelling voice.

  • Service Menu Re-architecture: Transformed the navigation structure from a simplistic, services-first approach to a user journey that catered to visitors at every stage—awareness, education, and conversion.

  • SEO & Content Strategy: Developed a robust SEO-driven content plan leveraging historical site data, competitive research, and a renewed focus on midsize fleets.

  • Paid Media & Lead Nurturing: Enhanced paid ad landing pages, improved engagement rates, and refined email marketing funnels to track and nurture leads from first exposure to conversion.

  • Social & Video Integration: Created an educational video series, Fleet Talk with Joe, to provide valuable content across digital channels, reinforcing Motorlease’s thought leadership. We also developed a compelling brand overview video.

  • Advanced Analytics & Reporting: Implemented a dynamic reporting environment, integrating cross-platform insights, CRM data, heat mapping, and SEO analytics to continuously refine the user experience and marketing performance.

Throughout the project, we maintained a collaborative, step-by-step approach, ensuring stakeholder alignment and a seamless transition to the new brand and website.

Impact

The immediate impact was evident in the enthusiasm from both internal teams and external stakeholders. The website launch campaign gained rapid traction, and the enhanced digital presence positioned Motorlease as a premier partner for midsize fleets. With advanced reporting tools, a strengthened connection between marketing and sales, and an ongoing commitment to continuous improvement, the foundation for long-term success was solidified.

This project was a testament to the power of strategic brand evolution and digital transformation. By merging a deep-rooted legacy with modern marketing strategies, Motorlease is now well-positioned to serve its target audience with clarity, purpose, and an enhanced digital experience.