Known for their multiple luxury brand lineup, Park Place Dealerships were widely regarded as the go-to dealership for automobile sales. However, their leasing business lacked the same recognition. In a market saturated with glossy vehicle photography, from low-end lots to high-end showrooms, relying on imagery alone offered no meaningful distinction.

I shifted the focus to headline-driven messaging, paired with an understated, confident visual language. By letting clarity and restraint lead, the work elevated Park Place Leasing as a considered, sophisticated choice and positioned the brand with a quieter authority in an otherwise loud category.