With Uber and Lyft making rapid inroads into the traditional taxi market, Seattle Yellow Cab hired me to pitch a framework and direction for a rebrand.
I developed a framework for how they might reposition themselves as Yellow, a friendly, local company with newly reinvigorated customer service, safety, and cleanliness standards; dedicated to protecting its community of driver-owners; and offering the benefits of tightly designed app-based dispatch offered by bigger multinational players. The pitch included new core messaging and brand voice, a new visual identity, out-of-home and social advertising, and static and motion mocks for a refreshed customer app.
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