Putnam Leasing, a high-end car leasing company in Connecticut, was looking to create a strong, sleek brand identity that could help increase sales and identify them as a leader in this niché. The logo is not overdone with effects or blatant car imagery but rather a more sophisticated approach using a subtle key outline that emphasizes the company name. The use of red and black creates that sleek “fancy car” feel. Advertising was developed for affinity magazines like Car & Driver. The ads used a black background and strong headline typography with a just a portion of a car in each ad. The idea was to draw the viewer in without getting lost within a magazine filled with other car ads. Sleek, subtle and sophisticated was the optimal objective for the look.