Big ideas for big trucks - Fundamental relaunch of the official DAF truck rental

PacLease, a subsidiary of the Paccar Group, exclusively rents trucks of the Dutch brand DAF. In 20 years the company from South Hesse has developed into one of the leading truck and trailer rental companies in Germany.

A fundamental relaunch of the website was designed to increase user-friendliness, transport the PacLease brand even more effectively to the public and clearly focus on the advantages of truck rental.


Design implementation: profile sharpening

The redesign of the website follows a branding process that defines identity-creating design principles that dynamise and differentiate the future appearance.

The text image of PacLease is essentially determined by two fonts. On the one hand, the house font “Futura STD” (Bold Oblique) is used – primarily for headlines. This is complemented by the sober “Source Sans Pro” for continuous text.

In addition to the “IonIcons” font, uniform pictograms are used for superordinate representations of certain topics. These must follow the scheme shown here and usually have an orange highlight. The colours used correspond to the company colours.


Design parameters: Key visual design

The main graphic element of the corporate design is derived from the company logo and forms a recognisable highlight in the visual communication of PacLease.

It functions as a container for texts and can also be used as a cutting mask for the respective leitmotif.

Campaign motives/photography

A complementary element of the new appearance are prominently used truck shots – in motion and in context.

The colour scheme of the images is based on the general b/w appearance of the umbrella brand PacLease. All images have a high contrast (hi-key images) in a slightly desaturated colour scheme. This conveys lightness as an antipole to the use of the black elements of the branding and gives PacLease a characteristic appearance.


Clever VC-elements for maximum user-friendliness

By means of a dynamic content management system, smart visual composer elements and revised site architecture, content can be easily maintained, expanded and kept up-to-date in the future.

  • Holistic revision of the Internet presence
  • Simplification and restructuring of information
  • Technical development: CMS in full-responsive design
  • Optimized usability for end users and operators
  • dynamically expandable rental offer
  • guided base search
  • target-group-oriented speech