AYVENS
REBRANDING
In 2024, LeasePlan became part of ALD Automotive, and together they were to unite under a new global mobility brand: Ayvens.
It wasn’t just a name change—it was a full rebranding and organizational merger across countries, platforms, and cultures.
The task required a holistic understanding of the business, systems, and internal structures. That’s why OFF ROAD came in as an integrated partner—responsible for guiding the rebrand safely to the finish line.
CLIENT
Ayvens
WEBSITE
www.brugtebiler.ayvens.dk
SERVICES
UX og UI analysis, scoping, brief, project management, web content, visual brand concept and content, stakeholder and change management
CHALLENGE
The merger of ALD and LeasePlan was a transformation that reached deep into the core of the company.
A shared identity had to be created, where all parts of the organization—from platforms and showrooms to HR systems and signage—appeared as one unified entity.
It was a demanding task that combined project management and stakeholder coordination across internal and external teams.
Amid the major business transformation, our task was to ensure stability, clarity, and progress—while remaining agile in an organization marked by constant change.
SOLUTION
OFF ROAD took responsibility for the entire rebrand—from strategy and project management to implementation across channels and units.
We mapped Ayvens’ internal and external touchpoints to understand where the new brand would meet customers, employees, and partners. This included everything from emails, payslips, and invoices to websites, signage, showrooms, and large outdoor surfaces.
We were in charge of overall project management, which also included change management, while being deeply involved in the practical execution.
This meant that we both led and executed tasks such as visual rebranding across digital platforms and physical locations, as well as supplier selection and tender processes.
Our approach to the task was holistic and business-oriented. We didn’t act as an external team—we became an integrated part of the organization.
We spoke with all levels of the organization—from salespeople to directors—to understand their needs and ensure that the solution was grounded in practice.
RESULTS
The rebrand was executed efficiently and within the designated timeframe.
Ayvens was launched as a strong and cohesive brand in Denmark, with a tailored technological platform, updated physical locations, and consistent communication.
Through close collaboration with international and local teams, we led the rebrand and ensured a smooth transition to the new brand across the organization.
The result was a successful business transformation, where we played a key role in making Ayvens’ global strategy operational in the Danish market.
How can we help you?
We immerse ourselves in complex scenarios, ask the tough questions, and identify the necessary changes – all with a deep sense of responsibility and a proactive approach. Let’s have a conversation about how you can strengthen your digital position with the right solutions.