Working at The Creative Cell and working with Ailsa Veitch Copywriter, our aim were to capture and elevate the brand ethos and build on the strengths of the passion, innovation, loyalty and social responsibility that the team at Glasgow Taxis provide for the city of Glasgow and its people. More specifically, the brand positioning and system developed to reflect an audience-first communication that is honest, bold, straightforward and consistent. Our research told us that when people want to feel safe, feel certain, when it matters and when it’s just for fun, they could always rely on Glasgow Taxis.
The evolution of the Glasgow Taxi brand was through the strong use of colour, simplification of its logo and a clear positioning statement allowing for it to be approachable, easy to read, in order to take full advantage of what Glasgow Taxis is to the people of Glasgow. They are the city’s friend. This proposition placed their brand with a confident message, that was able to be translated into many of the languages used in the city, from the residents to visitors from afar.
By refining the logo and a development of colour and brand strategy, we saw an increase in visibility across all Glasgow Taxis digital platforms. A cohesive and memorable brand identity with a comprehensive brand guide that outlined the brand's visual elements (colours, fonts, logo usage) and messaging (tone of voice, language, key messages) was developed and shared with all the teams that worked with Glasgow Taxis. Consistency is key when resolving a digital marketing campaign.
