Chailease
OVERVIEW
Financial Innovation Rooted in Legacy—Repositioning a Market Leader for the Digital Age
Founded in Taiwan in 1977, Chailease Holding began by offering asset-based financing services. Over the years, it has expanded through a dynamic, rolling diversification strategy—growing into a comprehensive financial services provider. Today, the group offers leasing, installment financing, accounts receivable management, corporate lending, and cross-border services, serving both businesses and individuals.
With a strong presence in Taiwan and a growing global footprint, Chailease has become a key player in driving regional economic growth. In line with its international ambitions and evolving brand strategy, the company partnered with Gremlin Works to undertake a full digital transformation—reimagining its brand presence and user experience for a modern, mobile-first world.
WHAt we did
We began by analyzing the customer journey and digital touchpoints, mapping out the internal structure and external communication goals. This allowed us to identify key pain points and user needs at each stage of engagement.
A major insight emerged: although Chailease had four different websites aligned with different business segments, users were confused by unclear positioning and fragmented experiences. Furthermore, SEO data revealed that most site traffic came from branded search terms—rather than organic queries related to the group’s services.
Our strategy focused on:
- Developing a cohesive digital brand system
- Enhancing site usability and structure
- Conducting deep SEO and keyword analysis
- Building custom design systems and guidelines
- Creating websites that reflect professionalism and accessibility, while improving discoverability and performance
WHAT CHANGES DID WE MAKE
Site Consolidation and UX Redesign
Chailease operates across a wide array of financial services through multiple business units. Each of its four main websites served a different customer base—but the overall user experience suffered from fragmented navigation, inconsistent branding, and unclear service distinctions.
Our team created a unified digital strategy under the goal:
"Integrate and upgrade the user experience across all Chailease platforms."
We redesigned each site with:
- Tailored UX for each audience group
- Clarified content hierarchy
- SEO-optimized structures
- A seamless visual and functional experience
THE CHALLENGES OF THIS PROJECT
Reframing a Legacy Brand for a New Era
At the heart of the Chailease brand is its corporate identity, inspired by ancient coin motifs symbolizing endless flow and cyclical prosperity. We used this as the foundation to modernize the brand while preserving its cultural depth.
The challenge lay in harmonizing diverse business models, customer segments, and product offerings into a clear, scalable digital presence. Through in-depth brand research and digital planning, we revealed how the group’s diversified services are not only coexisting—but interconnected and mutually reinforcing.
This rebranding effort coincided with a critical market shift. In 2019, 25 global investment institutions described this phase of economic transition as a “Turning Point.” With bold moves and visionary execution, Chailease saw this as its moment to lead—not just adapt.
The result? A reimagined brand ecosystem ready to expand across Asia-Pacific, elevate global perception, and solidify Chailease’s position as one of the region’s most innovative and influential financial services groups.
