Nathaniel Direct: A Different Way to Buy

Developed a new sub-brand for Nathaniel Cars designed to bring trade-style pricing to the public, while creating a clear distinction from the main Nathaniel offering. Nathaniel Direct needed its own identity and personality, but enough visual connection to the parent brand to retain the trust and recognition Nathaniel had already built.

The branding positions Nathaniel Direct around value and transparency, providing a natural home for vehicles that may not suit the main stock profile without diluting the premium positioning of the wider business.