Startline Motor Finance
Let's drive great outcomes

Startline tasked 999 with repositioning their brand in order to elevate the company's status in the fiercely competitive motor finance sector.

Startline devices


Backed by some of the world’s best known financial institutions including J.P. Morgan and having worked with 999 for several years, Startline approached us to help take their business to the next level by revitalising and repositioning their brand to stand out in the ultra-competitive motor finance sector.

Startline business cards


Through a series of brand workshops with the main stakeholders, we discovered that Startline believe passionately in offering fair and rewarding finance solutions driven by innovation, data and insight. This allowed us to uncover their core proposition - 'Better outcomes for all'.


From the insights gained at the workshops, we developed a new positioning statement and created a new strapline 'Let's drive great outcomes' which formed the basis for a flexible messaging system

Visual identity

As part of the visual refresh, we modernised and refined the Startline logo removing the cumbersome ‘Motor Finance’ bolt on and adding a dynamic new chevron symbol. We created a new, vibrant colour palette to complement the fintech brand.


A bank of automotive and people focussed photography was curated. We also developed and stress tested a new visual language inspired by the geometric shapes found within Alloy wheels.

Brand guidelines

Finally, we produced an exhaustive brand guidelines document covering all brand touchpoints from stationery, interiors, website, social media, sales decks, merchandise, and advertising – digital and press.


Startline Mark II, a fresh face that turns heads and holds its own within a crowded fintech marketplace.

Gregor Sutherland, Chief Operating Officer, Startline Motor Finance

Having worked with 999 in the past, they were an easy choice when looking for a partner to help us redefine and refresh our brand. The whole team are great to deal with, very engaged and the quality of the ideas and design output was fantastic. We are delighted with the final outcome, which very much exceeded our expectations.

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