My Scope
Campaign Strategy
Art Direction
Multi-Channel Rollout
Design Mentorship
Vanarama is the UK’s leading vehicle leasing platform, operating across both consumer car and commercial van markets.
Working on retainer as Senior Designer, I was brought in to lead the digital and multi-channel campaign rollout for their major national TV push. The objective was to build a cohesive visual bridge between the broadcast TV commercial assets and the digital ecosystem, ensuring a unified customer journey across web, email, social, and out-of-home (OOH) channels under tight deadlines.
Vicky took our vision & turned it into a brand that perfectly reflects who we are. Fun, collaborative and a pleasure to work with.
Jonny Angel Founder Mother Gorilla
Strategy
The campaign was anchored around the tongue-in-cheek concept of “A New Lease of Life.”
The strategic narrative played on the transformative feeling of driving a brand new vehicle, playfully turning everyday drivers into rockstars and business owners into icons. Because the campaign targeted two distinct audiences (everyday personal car drivers and commercial van customers), the rollout strategy required a flexible design framework that could adapt its messaging without fragmenting the overarching brand identity.
Design System
To unify the static photo assets supplied from the TV shoot, we created a distinctive graphic anchor system internally dubbed the “Vegas Sign.”
This customisable, hand-crafted visual badge served as a dynamic container for key campaign offers, selling points, and headlines.
By pairing this bold, high contrast anchor asset with high energy imagery, we created a flexible visual kit that maintained the campaign's humorous tone while preserving Vanarama’s professional commercial credibility across both audience tracks.
Execution
Managing a lean design team, I oversaw the ecosystem strategy, established rollout templates, and mentored junior designers across a comprehensive asset suite:
High-converting campaign landing page designs for both consumer car and commercial van entry points.
Digital communications suite including responsive email templates and organic/paid social campaign assets.
High-impact digital marketing collateral and web banners.
Collaborative OOH billboard concepts created in partnership with external creative agencies.
Impact
The "New Lease of Life" campaign successfully converted peak TV broadcast traffic into measurable web engagement.
By establishing a seamless design link from screen to site, the campaign delivered a consistent brand experience at every digital touchpoint, driving a strong influx of new customers across both personal and commercial leasing sectors.
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Next Project
Project 1