JURNI

WE TURNED A TRADITIONAL LEASING BRAND INTO A MODERN MOBILITY PARTNER, GIVING JURNI THE CREDIBILITY TO GROW IN A CHANGING MARKET.

CHALLENGE

Bridle Leasing had evolved into a different kind of business. The company had become faster, more flexible and more focused on its customers, yet the brand still felt rooted in a traditional leasing category dominated by paperwork and price tables. The name no longer reflected the ambition of the organisation behind it. To signal that shift credibly, the business needed more than a refresh. It needed a new identity that matched how the company now operates.

WE TURNED A TRADITIONAL LEASING BRAND INTO A MODERN MOBILITY PARTNER, GIVING JURNI THE CREDIBILITY TO GROW IN A CHANGING MARKET.

CHALLENGE

Bridle Leasing had evolved into a different kind of business. The company had become faster, more flexible and more focused on its customers, yet the brand still felt rooted in a traditional leasing category dominated by paperwork and price tables. The name no longer reflected the ambition of the organisation behind it. To signal that shift credibly, the business needed more than a refresh.
It needed a new identity that matched how the company now operates.

WE TURNED A TRADITIONAL LEASING BRAND INTO A MODERN MOBILITY PARTNER, GIVING JURNI THE CREDIBILITY TO GROW IN A CHANGING MARKET.

CHALLENGE

Bridle Leasing had evolved into a different kind
of business. The company had become faster, more flexible and more focused on its customers, yet the brand still felt rooted in a traditional leasing category dominated by paperwork and price tables. The name no longer reflected the ambition of the organisation behind it. To signal that shift credibly, the business needed more than a refresh. It needed a new identity that matched how the company now operates.

APPROACH

One idea reframed the opportunity. Every lease supports a journey, whether that is a business expanding its fleet or a customer moving
forward in their own plans. That belief led
to a new name, Jurni, reflecting the progress behind every agreement. The expression followed that thinking. A confident lowercase wordmark and a more direct tone made the brand feel simpler and more accessible, while the promise
of any vehicle, anywhere, anytime, anyhow signalled the flexibility at the heart of the service.

One idea reframed the opportunity. Every lease supports a journey, whether that is a business expanding its fleet or a customer moving forward in their own plans. That belief led to a new name, Jurni, reflecting the progress behind every agreement. The expression followed that thinking. A confident lowercase wordmark and a more direct tone made the brand feel simpler and more accessible, while the promise of any vehicle, anywhere, anytime, anyhow signalled the flexibility at the heart of the service.

APPROACH

One idea reframed the opportunity. Every lease supports a journey, whether that is a business expanding its fleet or a customer moving
forward in their own plans. That belief led
to a new name, Jurni, reflecting the progress behind every agreement. The expression followed that thinking. A confident lowercase wordmark and a more direct tone made the brand feel simpler and more accessible, while the promise
of any vehicle, anywhere, anytime, anyhow signalled the flexibility at the heart of the service.

One idea reframed the opportunity. Every lease supports a journey, whether that is a business expanding its
fleet or a customer moving forward in their own plans.
That belief led to a new name, Jurni, reflecting the progress behind every agreement. The expression followed that thinking. A confident lowercase wordmark and a more direct tone made the brand feel simpler
and more accessible, while the promise of any vehicle, anywhere, anytime, anyhow signalled the flexibility
at the heart of the service.

APPROACH

One idea reframed the opportunity. Every lease supports a journey, whether that is a business expanding its fleet or a customer moving
forward in their own plans. That belief led
to a new name, Jurni, reflecting the progress behind every agreement. The expression followed that thinking. A confident lowercase wordmark and a more direct tone made the brand feel simpler and more accessible, while the promise
of any vehicle, anywhere, anytime, anyhow signalled the flexibility at the heart of the service.

One idea reframed the opportunity. Every lease supports a journey, whether that is a business expanding its fleet or a customer moving forward in their own plans. That belief led to a new name, Jurni, reflecting the progress behind every agreement. The expression followed that thinking. A confident lowercase wordmark and a more direct tone made the brand feel simpler and more accessible, while the promise of any vehicle, anywhere, anytime, anyhow signalled the flexibility at the heart of the service.

RESULTS

The launch marked a clear shift in how the business presents itself. Internally, the new identity aligned more than 150 colleagues behind a shared ambition and provided structure for a growing portfolio of services and broker partnerships. The collaboration was recognised at the Scottish Design Awards, where Jurni was named Client of the Year for embracing the scale of change required to reposition the business. Externally, Jurni is now described as one of the UK’s fastest-growing independent vehicle leasing and fleet management brokers, with its partner programme continuing to expand across new UK leasing businesses.

RESULTS

The launch marked a clear shift in how the business presents itself. Internally, the new identity aligned more than 150 colleagues behind a shared ambition and provided structure for a growing portfolio of services
and broker partnerships. The collaboration was recognised at the Scottish Design Awards, where Jurni was named Client of the Year for embracing the scale
of change required to reposition the business. Externally, Jurni is now described as one of the UK’s fastest-growing independent vehicle leasing and fleet management brokers, with its partner programme continuing to expand across new UK leasing businesses.

RESULTS

The launch marked a clear shift in how
the business presents itself. Internally, the
new identity aligned more than 150 colleagues behind a shared ambition and provided structure for a growing portfolio of services and broker partnerships. The collaboration was recognised
at the Scottish Design Awards, where Jurni was named Client of the Year for embracing the scale of change required to reposition the business. Externally, Jurni is now described as one of the UK’s fastest-growing independent vehicle leasing and fleet management brokers, with its partner programme continuing to expand across new
UK leasing businesses.