City Taxis - the 3rd largest, and arguably one of the most innovative taxi fleets in the country, needed a marketing partner that could bring fresh creative ideas to the table. They were ready to give a new identity to their core service and to launch their exciting sub-brands in an engaging, integrated way. Working with City from brand strategy and design, through high end web development, all the way to a multilevel launch campaign, we delivered fantastic results - and along the way gained a new insight into how exciting Corporate Social Responsibility can be, especially in our local Yorkshire setting.
When we met with the City Taxis team, they had a limited initial budget in mind, designated for a small rebrand and a new website. But after learning about the wide scope of their activities, we knew we had to be very strategic about this project.
We wanted to represent how vibrant the Team City culture is and how incredible their involvement in the local communities is. To helping them develop exciting brands like City Grab, promoting innovative campaigns like their revolutionary Electric Vehicle project and assisting with their Charity Incubator - we knew this was a big challenge, but from the very beginning we knew it was going to make us proud.
The new brand encompassed the versatility of City Taxis and gave a unique identity to each of its sub-brand services. The new identity and logo, crafted bespoke to City's unique needs, gave the company the ability to grow. Using these tools to embody City Taxis' culture within their visual expression attributes has created a consistent personality for the business, one that transfers across the physical: Drivers' Hub, branded clothing, all company vehicles and interiors; through to their digital presence across the website, apps and social media.
The EV Initiative was one of the most exciting aspects of working on this project. With their green pledge, which you can learn about in the video above, Fishtank and City have worked together to gain publicity during the Sheffield Business Awards 2019 and promote the new initiative with campaign activities such as the guerrilla Electric Hub Launch. The hub, designed by Fishtank, turned out to be a huge success in Sheffield.
page views since launch
citygrab app downloads since launch
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social impressions for citytaxis and citygrab
To Damien, Ola, Laura, Joe, Craig and the team,
We just wanted to say a HUGE thanks from all at City Taxis for making your vision our reality. From the moment you stepped into our offices at the first meeting you wowed us with your ideas, designs and account management skills; following this up by then seamlessly producing a fantastic website, offline marketing materials, company video and company rebrand. I have been through quite a few rebranding exercises with a few different agencies and you made the process not only fun and exciting but fast and painless. You have become an extension of our team and we look forward to working with you more in the future.
Amy Tingle - Business Director at City Taxis