A unified brand & design system for a leading novated lease provider
Novated Lease Australia
Finance
Novated Lease Australia (NLA) is one of Australia's largest and leading novated leasing companies, helping thousands of Australians access smarter vehicle financing through employers across the country. As the business continued to grow, so too did the complexity of its digital products, marketing channels and customer touchpoints.
Over time, different teams and stakeholders had contributed to various aspects of the brand and product experience. Without a documented source of truth for the brand's visual language or a centralised design system, marketing collateral and digital consumer and SaaS products had gradually become inconsistent and disconnected. The result was a fragmented customer experience that made it increasingly difficult to scale efficiently while maintaining brand quality.
Recognising the need for a more cohesive foundation, NLA partnered with Pollen to establish a refreshed, modern brand identity that could seamlessly extend into a scalable design system and a flexible suite of marketing assets.
Understanding the ecosystem
Before creating anything new, we took the time to understand the full breadth of the NLA ecosystem.
Working closely with the team, we audited every digital product within the organisation's product suite while reviewing the many customer touchpoints across marketing, communications and digital experiences. This holistic review allowed us to identify inconsistencies, opportunities for consolidation and the foundations required to create a future-ready design system that would support the business as it continued to evolve.
Evolving the brand
Our first priority was establishing a modern and cohesive brand framework.
Building on NLA's existing logo and distinctive hero purple, we developed a vibrant, digitally-focused visual language that better reflected the company's position as an industry leader. The refreshed identity introduced an expanded colour palette alongside GT Standard as the primary typeface, creating a more contemporary and approachable brand that stood out from competitors.
To bring greater flexibility and personality to the brand, we also created a suite of supporting visual assets, including watermarked backgrounds inspired by the logo, campaign stickers, customer tag lockups and set a photography direction that provided consistency across every aspect of the brand experience.
The refreshed brand look and feel was documented within a digital brand guideline, providing an accessible and evolving source of truth that enables the NLA team to confidently manage and grow the brand over time.
Creating a design system for scale
Alongside the brand refresh, we developed a consolidated design system that unified the set of components used across both digital products and marketing experiences.
Our process began with a comprehensive audit of every existing component, including a review of the consumer-facing website and each of the SaaS platforms that have been built to date. We identified duplicate patterns, removed redundant elements and consolidated overlapping components into a streamlined library that balanced consistency with flexibility.
The resulting design system incorporated the updated brand foundations while providing a scalable collection of reusable UI components that could support the needs of multiple digital products. Designed to empower NLA's internal product team, the system enables faster delivery, improved collaboration and a more consistent experience across the organisation's growing product ecosystem.
Enabling NLA’s product and marketing teams
To ensure the refreshed brand could be adopted immediately, we also created a suite of practical marketing templates.
From social media assets to EDM templates, every resource was designed to make it easy for the marketing team to produce high-quality, on-brand communications from day one. These templates not only improved efficiency but also ensured consistency across every campaign and customer interaction.
Ready for the road ahead
By establishing a single source of truth for both the NLA brand and its digital design system, Pollen has provided the foundation for a more cohesive, scalable and future-focused organisation. Today, Novated Lease Australia can confidently create new digital products, launch marketing campaigns and evolve its customer experience knowing every touchpoint is supported by a consistent visual language and a robust design system.
With the right foundations now in place, the team is well positioned to deliver exciting, connected experiences that strengthen the brand and support its continued growth into the future.
