Overview
SMB // Brand, Identity, UX/UI, OOH, Collabs
Brief
TaxiGuy needed a partner-ready identity to match the scale of who it was working with. As a supported partner alongside Molson Coors, MADD, and Ontario’s colleges, the 1-888-TAXIGUY network – a toll-free taxi hotline running since 1998 – was expanding into a free iPhone and Android dialer app that let anyone summon the nearest local cab with a single tap, part of a broader push to promote safe, responsible alcohol consumption. The brief covered the full identity system alongside the actual product: brand and identity work, UX/UI for both the dialer app and the companion website, and OOH executions pairing TaxiGuy with its Molson Coors collaboration.
Info
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Client
TaxiGuy
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Industry
Alcohol & Beverage
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Scope
Brand, Identity, UX/UI, OOH
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Role
Creative Direction + Design
Brand
Identity
UX/UI
OOH
Collabs
Summary
Built to Get You Home Safe
TaxiGuy’s value was already proven – a toll-free taxi hotline running since 1998 – but the brand hadn’t caught up to what it had become: a partner credible enough to sit alongside Molson Coors, MADD, and Ontario’s colleges on a safe-ride initiative. The work built that credibility from the ground up, giving TaxiGuy an identity, a product, and a presence that could carry a national partner’s name next to its own.
That meant designing the free iPhone and Android dialer app end to end – UX/UI for both the app and its companion website – so summoning a local cab took one tap, plus OOH executions that paired TaxiGuy with Molson Coors directly at the point of decision. The collaboration work extended the same system across each partner touchpoint, keeping the message consistent everywhere it needed to show up: get home safe.
* Some of these designs are client concepts only, and may or may not have been included in final production.
