Jurni – Bridle Leasing Rebrand

In recent years, the vehicle leasing industry has seen a shift towards modern, technology-focused challengers, which has led to traditional brands feeling outdated. Bridle Leasing recognised the need to rejuvenate its identity to reflect its dynamic, innovative and customer-centric approach, as well as its entrepreneurial spirit. They approached NineNineNine to deliver a rebrand that would modernise their brand and allow them to compete with newcomers like HeyCar and Cinch.

We began the project with our tried and tested process Discover to Deliver. The first stage was an in-depth brand workshop that brought together key stakeholders from Bridle Leasing to dive deep into the brand's core and articulate its unique personality, values, and point of differentiation within the leasing marketplace. This stage provided insights that would shape the entire rebrand strategy. The Discovery phase also included extensive competitor analysis, which showed that Bridle Leasing's brand name was a significant barrier to its growth. Despite its recognition within the industry, the name did not resonate with the vibrancy and agility of the emerging market players.

As a result, we recommended adopting a new brand name that would encapsulate the brand's mission, vision, and unique value proposition. After a series of creative brainstorming sessions and legal checks, the name ‘Jurni’ was born. ‘Jurni’ is more than just a name; it represents the brand's commitment to offering personalised, flexible services that empower customers to access any vehicle, anywhere, anytime and in any way they desire.

To bring this vision to life, we introduced a bold, lowercase wordmark, a vibrant colour palette, playful typography, and sub-brand integration. Motion played an important role and was incorporated throughout the brand's applications to symbolise the unique path each customer took.

The culmination of this rebrand was the development of comprehensive brand guidelines and the launch of a revamped website in collaboration with Fire5, ensuring a cohesive brand experience across all touchpoints. The rebrand officially launched in October 2023, marked by an immersive full-day session with all 150 Jurni staff led by the NineNineNine creative team. This event was crucial for fostering a deep internal connection with the new brand, ensuring its principles and values were embraced company wide.

Jurni's transformation successfully repositioned it as a leader in the vehicle leasing sector, demonstrating that a thoughtfully executed brand strategy plays a powerful role in revitalising a company's image and enabling it to thrive in a competitive landscape.