Despite being responsible for over 60% of Toyota’s European sales, the title ‘Fleet Services’ failed to reflect its importance to the business. It felt staid and corporate and didn’t encapsulate Toyota’s brand promise, ‘Always a better way.’ After all, this promise promotes the Toyota spirit to challenge the status quo with passion and optimism, and to deliver a better experience for their customers. Equally, the Toyota Fleet business, was inconsistently applied across all European markets. For such an integral part of the business, this was a situation that needed to be fundamentally re-addressed.

Greenspace worked closely with Toyota Motor Europe and its agencies to develop a new value proposition for the Fleet business and repositioned the offering under a new name, Toyota BusinessPlus, with its very own Brand Driving Idea to inspire business customers to, ‘Power your business with positive.’

Using our strategic insight, we created a unique visual identity system that is built around a prominent ‘plus device’ that integrates harmoniously with Toyota’s existing visual identity. This allowed Toyota BusinessPlus to have a distinctive image, while also complementing the primary brand.

Greenspace also developed detailed guidelines and a suite of marketing assets to ensure the consistent implementation of the Toyota BusinessPlus brand across all markets. Finally, Toyota BusinessPlus has given the business-to-business sales division the positive strategic and creative recognition it fully deserves to generate lasting value.