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Wheels is one of the world’s leading fleet management companies, supporting more than 3 million vehicles across 61 countries. As the business accelerated through expansion, partnerships, and acquisitions, its brand needed to evolve in parallel—scaling with the organization’s ambition and complexity.
Since 2021, Relish has served as Wheels’ strategic brand partner, helping build a stronger foundation for growth, clarity, and consistency across a global operation.
Together, we’ve refined the brand’s system, aligned teams, and activated the brand through campaigns, content, and environments employees and customers can see, feel, and use.
Across strategy, identity, and culture, our partnership continues to guide Wheels forward—creating a dynamic, adaptable brand system designed to move at the speed of the business.
As Wheels continued to grow, its brand needed to do more than look cohesive—it needed to work harder. This phase of the partnership focused on strengthening the brand’s core, creating a clearer system that could support expanding services, teams, and markets without sacrificing speed or consistency.
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Wheels’ brand had carried the business far, but as new programs, services, and internal initiatives multiplied, complexity grew faster than the framework supporting it. Teams needed clearer structure, unified design principles, and flexible tools they could use without slowing momentum.
Relish partnered closely with the Wheels marketing team to refine and expand the brand system—defining what to keep, what to evolve, and what to retire. We strengthened the visual language, elevated the color strategy, and created a scalable set of templates and sub-brands that empowered teams to move quickly and consistently.
A streamlined, intuitive brand foundation built for growth. The evolved system closed historic gaps, codified visual rules, and empowered internal and external teams to deliver confident, on-brand experiences—without adding friction or complexity.
When two industry leaders come together, the story has to work as hard as the partnership itself. This campaign brought Wheels and Geotab into focus as a unified voice in fleet safety—driving awareness, credibility, and engagement across the market.
Wheels set out to amplify awareness of its partnership with Geotab and position the duo as thought leaders in fleet safety—aiming to spark meaningful engagement among decision-makers across fleets of every size.
Relish developed a fully integrated campaign built on strategy, creativity, and measurable performance. From concept through media activation, we led creative direction and content development across channels—aligning narrative, video, and digital touchpoints to spark awareness, engagement, and action.
The campaign delivered more than visibility—it drove real results.
What We Learned
The results solidified Wheels’ leadership in fleet safety and strengthened its partnership with Geotab—proof that strategic storytelling and strong creative drive measurable impact.
A brand is only as strong as the culture behind it. As Wheels entered a new chapter through acquisition, the Atlanta office became an opportunity to bring the company’s values, personality, and purpose to life—creating a space employees could feel connected to, not just work within.
Following the acquisition of LeasePlan USA, Wheels needed to quickly rebrand its Atlanta office—not just visually, but experientially. The space had to express the company’s culture, values, and evolving identity in a way employees could authentically connect to every day.
Relish guided the articulation of Wheels’ internal culture and translated it into a system of environmental graphics fully aligned with the refreshed brand. Grounded in the company’s archetype, promise, and personality, the design balanced authenticity with energy—creating an environment that reflects who Wheels truly is.
A reimagined office that brings brand and culture together as one cohesive experience. From the interactive “Say Thanks” wall to vibrant, purposeful visual elements throughout, the space feels intentional, human, and motivating—a daily reminder of Wheels’ shared purpose and identity.
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