Client:
CAARA
2017
Project:
CAARA Leasing website
The Project
Caara Leasing (developed by VV-Auto, currently K-Auto) was a vehicle leasing service tailored for small and medium-sized businesses. The objective of the project was to design and develop a marketing communication website targeting fleet managers and small business owners who rely on commercial vehicles for their daily work. Instead of a traditional car catalog, the platform was envisioned as a strategic stepping stone for sales, explaining the business benefits of leasing, lowering customer service inquiries, and generating high-quality leads.
My Role
I led the design team as the Art Director and Concept Designer. Working alongside another designer, a copywriter, and a frontend developer, I took ownership of the creative vision and navigated stakeholder requirements to deliver a cohesive digital presence and supporting brand materials.
- Needs-Based Sales Concept: I introduced a short customer questionnaire concept to map out fleet needs. This automatically generated pre-filled sales briefs, replacing cold calls with warm, data-driven sales opportunities.
- Lead Generation & CTAs: the pages layouts around clear, prominent calls to action (CTAs), making it effortless for busy business owners to contact sales or request a quote.
- Approachable Tone & Usability: the site prioritised easy, intuitive browsing to answer common questions upfront, aiming for reduced routine customer service queries. I also partnered with our copywriter to ensure the tone of voice remained friendly and accessible.
- Modular Interface Structure: the design established systematic style rules and color schemes, delivering a modular, responsive design that served as a clean template for easy future content creation.
- Brand Asset Design: Beyond the digital platform, I designed fundamental physical brand touchpoints, including business cards and corporate stationery, to ensure visual consistency across all channels.
Why It Matters
B2B marketing platforms are often dry, complex, and designed primarily for giant corporations, which can easily alienate smaller business owners. In Finland, a vast amount of businesses are small companies or one-person setups. For an independent plumber or electrician, a reliable commercial vehicle is an essential everyday tool, and they need a leasing service that is straightforward and easy to understand.
By introducing an interactive questionnaire, the website turned a potentially complex leasing process into a simple, needs-based consultation. Pre-filled leads reduce cold calls for the sales team and make the buying process fast and effortless for busy entrepreneurs. Combining this strategic UX concept with unified visual identity elements creates a powerful marketing tool that drives business growth while respecting the user’s time.
The Client
Caara (now K-Auto) was the dedicated car sales and services umbrella brand of VV-Auto, part of Kesko Group—one of Northern Europe’s largest trading companies. Operating as a major Finnish automotive retail network, the brand provided comprehensive dealership, leasing, and maintenance services for leading global car manufacturers across Finland.
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