Hello! My name is
Max Kruseman Aretz
I am a multi-disciplinary designer
Nifti Business, Ireland’s leading fleet management solutions business, turned to Mindstars to develop a visual identity and communications platform that fully reflected the company’s commitment to providing tailor-made fleet management services to suit all businesses – from corporations to SMEs.
Working with Mindstars, I was responsible for the design of the brand identity, naming and strapline creation for Nifti Business, as well as taking the lead in the design strategy.
Design and Naming
01
Identity
The Nifti Business visual identity was developed to be playful, modern and energetic.
The flowing lines of the brandmark convey the continuous movement of people and opportunities.
02
Naming
Nifti Business clearly states in its brand name who their target market is but it was also important to state what Nifti’s expertise is and how Nifti will deliver its offer in a relevant and differentiated way.
03
Strapline
The chosen brand promise “leasing geared to you” captures those criteria.
Leasing – to ensure everyone knows what Nifti’s expertise is.
geared to – to communicate the unique circumstances and customer requirements when designing the leasing solution.
you – to provide solutions that appeal to each of the key business decision makers and for a particular purpose.
Design Strategy
Following the Nifti Business ambition to deliver sustainable driving solutions that enable people everywhere to go and thrive, the strategy behind the new identity focused on how closely aligned Nifti Business services are to the needs of its customers.
The challenge: to ensure each experience and interaction with Nifti Business is that of one distinct brand, while also delivering on the modern-day functional criteria of scalability and flexibility.
