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Case · Launch — 0 → 1

Releaze

Brand, voice, website, an AI agent for offers and a conversational assistant for a new car leasing company.

The Releaze coming-soon website in a browser and on a phone: the Z key and ‘Hay cosas que nunca has podido deshacer. Hasta ahora.’ (‘There are things you’ve never been able to undo. Until now.’) on dark brown.

The undo button.

A car is the second most expensive thing most people buy. And the first one they don’t know how to get rid of.

Leasing solved this long ago. The odd thing is that nobody had bothered to explain it properly. Releaze is a new leasing company that has come to do just that, and we’re helping it hit the road.

The name

Releaze sounds like release: to let go. Inside it there’s lease, which is what it does, and ease, which is what everyone was asking for.

And the z at the end is the one from Ctrl+Z. Undo. The key we never had when buying a car.

The name RELEAZE in white, ‘Próximamente’ (‘Coming soon’) with an orange dot and, below, a cream-coloured Z key, like the one in Ctrl+Z.

The voice

Leasing is a category full of cars and empty of brands. Open road, sunset, happy family. Nobody says anything.

We built an identity, guidelines and a voice that does say something. Expert without being solemn, warm without forced friendliness. And a two-word tagline: ‘Decide, libre’ (‘Decide, free’).

  • The cookie notice on the Releaze coming-soon website on a phone: ‘Sin letra pequeña. Tampoco aquí.’ (‘No small print. Not here either.’)
  • The Releaze coming-soon website on a phone: ‘Hay cosas que nunca has podido deshacer. Hasta ahora.’ (‘There are things you’ve never been able to undo. Until now.’) and a place to leave your email.
  • Pressing the Z key on the Releaze coming-soon website brings up ‘Aún no. Pero ya falta poco.’ (‘Not yet. But it won’t be long now.’)

The shop window

Every car can be turned and seen from every side, with spec sheets you don’t need to be a mechanic to understand.

Behind it are several data sources that called the same car by different names. Getting them to agree was the least glamorous part of the project, and one of the most important.

The back room

Offers arrive in every format imaginable: platforms, APIs, PDFs, emails. We connected the ones that have a door. For the rest, an AI agent reads the offer, understands it and turns it into a Releaze-branded proposal.

The conversation

And an assistant that talks about leasing the way the brand does, because we wrote it its own voice guide. It knows the current offers, doesn’t make up prices and can’t be talked into lowering them. When a person is needed, it steps aside.

Even on paper

The same voice carries through to proposals, folders and business cards. If a customer takes something home, it should say the same as the website.

‘We let go of the car, never the person.’ It’s a line from their guidelines. It’s also a good way to work.

Releaze launches for everyone very soon. Hold on to the road. Let go of the rest.

Releaze’s website · releaze.es (opens in a new tab)

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