Burlington Taxi Case Study
Strategy
For the largest private transportation company in the city, Burlington Taxi needed a brand story that accurately reflected the innovative and professional qualities that got them where they are today. Their updated identity and website also needed to communicate the things we found customers valued most: their convenience, punctuality, cleanliness and safety.
Identity
Their refreshed logo is now a dynamic, clean bold graphic, easily recognized from a distance and easily remembered by users.
Messaging
Our brand refresh included the articulation of the company’s core statements, including their mission, vision, values and positioning. We then distilled it all into the tagline, “Hop in. Let’s go.” Users now see this is a customer-focused company – using the service will be an easy, quick and satisfying experience.
Vehicle Graphics
For a taxi company, the fleet is of course the main platform for the logo and tagline, so their fit on the vehicles was a primary concern in design development. The final design also pays homage to the traditional checkered taxi motif, angled across the taxis in tone-on-tone colouring.
Website Design
Our objective for their website was to improve the user experience. Site content is now organized in a more intuitive layout and the overall look and feel is bright and easy, and more in line with the overall identity. Most notably though, the website now offers online booking, making Burlington Taxi a more practical choice for many of today’s mobile users.
Visit: www.burlingtontaxi.ca
What did it look like before?
Seasonal Ads
The brand launch came right around the Christmas season, so we introduced their new identity and website with a series of seasonal ads. The big, bold text draws on the dominant characteristics of their new story – quick and friendly statements, tell tale colours and striking, clean graphics.
