Nexus Vehicle Rental

Nexus Vehicle Rental, the UK’s leading vehicle rental supply network, faced a significant challenge in reshaping public perception. Known for their expansive service offerings and technological advancements, Nexus was still seen primarily as a rental broker, overshadowing their true innovation: the IRIS platform. This sophisticated SAAS solution, designed to revolutionise fleet management, was at the heart of their operation but failed to be recognised as such. To reposition Nexus as a technology leader and not just a vehicle rental service, they turned to us for a strategic overhaul of their visual identity and messaging.

Our collaboration with Nexus embarked on a mission to redefine their market identity. The initiative was two-fold: enhance their visual identity to reflect IRIS’s advanced capabilities and shift their brand messaging to spotlight this flagship technology. Through an in-depth analysis of Nexus’s existing brand, we pinpointed disconnects and developed a cohesive visual language that aligned with their status as a tech innovator.

The rebranding effort was centred around IRIS, aiming to educate the market on Nexus’s unique value. We transformed the brand messaging to underscore their comprehensive fleet management solutions, moving away from the rental broker image. This transformation included refining the IRIS platform’s User Interface (UI), ensuring a consistent brand experience. The redesigned UI aligned with the new visual identity and enhanced user interaction, reinforcing Nexus’s technological edge.

Through the strategic evolution of their brand, Nexus has fortified its standing in the market, now acclaimed nationally not merely as a vehicle rental service but as a leading technology firm. This transformation, marked by a redefined brand identity and sharpened messaging, has significantly fuelled their growth and enhanced market perception. Such strategic rebranding efforts have not only facilitated Nexus in securing a £142m investment from Phoenix Equity Partners but also in achieving a remarkable milestone of four million rental bookings in 2022.

Today, Nexus stands as a beacon in the industry, with a robust brand identity highlighting their commitment to technological innovation. Our continued support and strategic insights have enabled Nexus to navigate the market’s challenges successfully, achieving national recognition and significant business expansion. This case study exemplifies the transformative power of strategic branding in redefining a company’s identity and trajectory within its industry.