Baltlease + Azai Studios: Brand strategy that honored heritage while driving innovation

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Strategic repositioning that balanced digital ambition with human connection for Russia's leading leasing company

We developed the brand strategy to transform Baltlease for the digital age while preserving 35 years of hard-earned trust. The goal was to position Russia's largest financial leasing company as an innovation leader without losing the human connections that built their reputation across 80+ offices nationwide.
Rooted in insights from extensive stakeholder interviews and consumer research, the strategy revealed a powerful tension: clients valued both technological advancement and personal relationships. This led us to position Baltlease not just as a financial services provider, but as a digitally-forward partner that never loses sight of the human element.
Through this lens, I crafted "Think Digital, Remain Human", a strategic positioning designed to cut through category commoditization and drive meaningful brand transformation across the entire organization. More than just a statement, it became the foundation for Baltlease’s new tone of voice and visual identity, inspiring both employees and customers alike.
Through this lens, I crafted "Think Digital, Remain Human", a strategic positioning designed to cut through category commoditization and drive meaningful brand transformation across the entire organization. More than just a statement, it became the foundation for Baltlease’s new tone of voice and visual identity, inspiring both employees and customers alike.
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