Providing auto financing directly to customers in one of the nation's most competitive auto dealer markets, FairLease needed to develop a brand to separate itself from the crowd and increase awareness with car shoppers. Through market research, we learned what makes the auto shopper tick to develop a brand that strategically positioned FairLease as everything traditional car dealerships are not. The premise that FairLease was the "anti-dealer" became the foundation of all communications, which ranged from online advertising to employee communications to POP materials to social media to guerilla marketing. Just one year after rebranding, FairLease had increased its website traffic by 200% and, even better, experienced substantial business growth.