Not many design projects let you hit the road in a Porsche through the Scottish highlands while being chased by a drone, but this one did. 

XL Vehicle Leasing, a premium leasing service catering to those with higher budgets and a taste for luxury, quickly evolved from a concept to a key player in the industry. They needed a visual identity that would embody their core values of expertise, reliability, and quality, while seamlessly extending across a wide range of touch points.

I worked with a wider creative team to build the identity from ground up, from logo to the website. At the forefront of the identity is a logo with a skeuomorphic design: tactile and metallic in its finish, subverting current logo design trends but immediately resonating with the petrol-headed target audience. This complements an overall brand aesthetic that is smart and uncluttered echoing the luxury of the very cars XL leases out.

I gained invaluable experience – and memories – on a fast-moving energetic shoot on the gritty Glasgow streets and jaw-dropping hills of Glencoe, Scoland, to produce a short film and capture vehicle photography for the brand. I worked on a luxurious coffee-table book documenting the shoot for loyal customers, expertly finished with embossed cover details, printed on GF Smith paper and perfectly bound.

Finally, XL Luxe, a premium tier sub-brand, was designed to target those special clients who want a taste of the pista de resistance of motors – from supercars to hypercars.