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Client

Angle Auto Finance

Industry

Financial Services

What we did

Context

Shifting gears

Angle Auto was redefining the automative category. With a new, vibrant, energetic masterbrand refresh. What they needed was an employer brand to match. Not a bolt-on, but a representation of their core identity. We came in to shape EVP messaging that reflected their ambition, care and performance, in a way that matched their revitalised brand.

 

Insight

Finding the drive

True to the brand, we moved fast. Through workshops with over 100 employees, we uncovered what their culture really meant. Angle Auto is equal parts ambitious and empowering. If you can keep up – they’ll take you far. That insight became the foundation for the EVP language system we built.

 

New Character

A rallying cry

The result was a simple, strategic rallying cry: ‘Got the drive? We’ve got the keys.’ Clear, confident, ownable and backed by strong pillars, this framework gave teams the tools to express their unique culture. Fuelling motivation and advocacy, right across the business – from CEO updates, to hero films and everyday conversations. In two words? “LET’S GOOO!”

 

Epilogue

Angle Auto took the EVP and ran with it. Internal movement jumped 15% in just a few months. Career pages now engage talent. And EVP language drives everyday advocacy. We turned a bold strategy into a lived, human first culture that inspires and motivates anyone who has the drive.

Transform ANZ Awards (2025): Silver – Best Employer Brand

Image showing the new Angle Auto Finance brand graphic style and colours with the text "GO!"
Image showing the Angle Auto Finance brand elements including colour and typography with the text "LET'S GOOO!"
Image showing a series of Angle Auto Finance brand leaflets showing the variety of brand assets from photography and typography to graphic treatment
Image of a tablet device on a pink and purple background showing the rebranded Angle Auto Finance website
Image of a hand holding a smart phone with an email in the new Angle Auto Finance branding shown with text "LET'S DRIIIVE!"
Image of a man loading the back of his car with two daughters beside him, with the Angle Auto Finance brand elements in the background
Animation of the Angle Auto Finance brand graphics on dark purple background
Smiling woman in a convertible with the Angle Auto Finance brand element forming a crown shape above her head
Dark purple image with the Angle Auto Finance pink and purple graphic element and text "ZZZOOOM!"
Image of a bright Angle Auto Finance branded wall with the text "ZZZOOOM! Got the drive? We've got the keys."
Mock up of a conference exhibit branded in the new Angle Auto Finance visual identity with the text "WALK IN ROLL OUT"
Image of a pull up banner showing the new Angle Auto Finance brand identity with text "Plug into the work of EVs"
Image of an Angle Auto Finance branded presentation template laid out on a grey background
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