Smart unveils rebrand via M&C Saatchi; integrates services under single master brand

Smart, one of Australia’s leading provider of salary packaging and novated leasing, has officially launched its rebrand, integrating its services under a single master brand to help Australians combat the rising cost of living.

The company engaged M&C Saatchi to overhaul its branding and consolidate Smartleasing and Smartsalary into a unified platform, featuring a sleek website with improved navigation and enhanced functionality. For the first time, customers can access a one-stop shop to explore and manage salary packaging and novated leasing benefits with ease.

Chief Customer Officer Bianca Bates said the rebrand reflects Smart’s dedication to creating a seamless experience for its clients and customers: “We are excited to introduce Smart, a brand that embodies our vision of simplification and excellence in customer service. At its core, Smart is about saving people money through salary packaging and novated leasing in the simplest and easiest way for the customer.”

As more Australians turn to salary packaging to increase their take-home pay and manage cost-of-living pressures, Smart aims to provide a streamlined solution.

“Smart now makes it easy for people to see all their savings in one place,” Bates added. “This is the beginning of an exciting journey that will see Smart as a leading digital brand offering customers a range of cost-saving benefits.”

The rebrand positions Smart as a trusted partner for governments, businesses, and families across the country. In 2023, Smart served approximately half a million customers, managed over 90,000 vehicles, and supported employers with more than two million staff.