City Taxis
A Bold Brand Evolution Fuelled by Innovation and Community
Solutions
2025
Going Places
Client
City Taxis
Location
Yorkshire, England
Sector
Local Taxis
The Goal
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.
Driving Engagement
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 Solution
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.
Defining objectives
City Taxis initially approached us for a modest rebrand and new website—but as we uncovered the full extent of their services and community involvement, it became clear that a more ambitious strategy was needed. Our goal quickly expanded: to craft a unified identity that could represent both their core offering and diverse sub-brands, while amplifying their impact across digital and physical touchpoints.
Advantages
Taking the time to understand City’s dynamic internal culture and commitment to local communities gave us the insight to build a brand that truly reflected their values. This led to a more authentic and engaging customer experience, increased cohesion across channels, and a brand architecture that could support future innovation and growth.
Be Brave
We didn’t just redesign a taxi brand—we reimagined what a modern, community-driven transport company could look like. From a bold new logo to the creation of distinct identities for sub-brands like City Grab, we embraced scale and complexity with confidence and creativity.
Be Human
At the heart of the visual identity was a celebration of the people behind the wheel and the customers they serve. Every design element, from branded clothing to the digital interface, was infused with the warmth and energy of Team City’s community spirit.
Be Agile
Faced with an initially limited budget, we scaled our approach strategically—delivering maximum impact through smart prioritisation and phased execution. This flexibility allowed us to adapt to evolving needs and uncover new opportunities, including supporting CSR campaigns and electric vehicle initiatives that set City Taxis apart.
Through strategy, innovation and creativity we take your brand on a journey of discovery and transformation that leave a lasting impression and drive behaviour.
Our brand projects
Electric Dreams
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.
Enhancing Urban Mobility with City Taxis’ App-Centric Experience
City Taxis transformed the way riders interact with their services through a clean, user-focused app interface highlighted in this homepage design. The page effectively communicates core app features such as real-time tracking, card payments, national coverage, and safe ride schemes. With intuitive visuals, app download links, performance stats, and user testimonials, the design builds trust and encourages adoption. This case study showcases how clear UX design and strategic content layout can drive engagement and streamline service accessibility in the urban transport sector.
Honourable mention
Honourable mention
Honourable mention
In Numbers
On Track
Page Views Since Launch
Citygrab App Downloads Since Launch
Social Impressions for City Taxis & Citygrab
We want to say a HUGE thank you to Damien and the team for making their vision our reality. From the very 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. 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 – City Taxis