Driven by people
- Client
- Streetfleet
- Years Active
- 01
- Deliverables
- Animation
- Brand development
- Digital
- Graphic design
- Photography
- Pre-post production
- Strategy
- Video
- Website
Challenge – Streetfleet is a vehicle leasing and fleet management company operating in Australia and New Zealand. WO were engaged to re-align the company’s dated identity with its modern, technology-driven services and customer-first ethos — ensuring Streetfleet continues to stand out as a progressive, reliable partner in an evolving mobility landscape.
Strategy
WO began by immersing itself in the competitive landscape, identifying a market crowded with conservative colour palettes and familiar design tropes. Looking beyond the industry, inspiration was drawn from adjacent mobility sectors and leading digital innovators to establish a direction that would set Streetfleet apart.
Anchored by two core ideas — cars and customer service — the creative process moved through several iterations before arriving at a design that felt distinctly Streetfleet. The new logo features a forward-moving icon, intentionally open to interpretation: at once a speech bubble symbolising communication and connection, and a stylised view of a car’s roofline and mirror.
The existing red and navy were retired in favour of a bold, digital palette. The result is a confident, contemporary identity — one that aligns Streetfleet’s outward appearance with the seamless, customer-focused digital experience at the heart of its business.
WO explored new digital tools to develop imagery and media for the progressively digital brand. This included embracing techniques currently used in the automotive industry; using a customised blend of AI image generators and hands-on workflows to develop a suite of automotive-centric hero imagery. WO collaborated with 3d artists to design an environment for Streetfleet’s brand launch film. As opposed to building a physical set, working in a virtual environment allowed the team to design a space without limitations and within budget.
The brand launch film was filmed against an LED wall displaying the virtual environment created in collaboration with our 3d designers.
The new Streetfleet website boasts a greater brand experience, better navigation, and enhanced tools for novated leasing.
WO redesigned the look of the Digital Driver's Guide and Fleet Management Portal, prioritising functionality and contemporary interfaces.
Outcome
The Streetfleet brand launched at AFMA 2026, and continues to evolve beyond its visual identity, expanding into a fully digital ecosystem that enhances every touchpoint of the customer experience. From customer portals and comprehensive driver guides to innovative fleet management software and a new website.
