Cabcharge Refresh

Cabcharge had been repping the same brand identity since the company was founded in 1976
Along with an outdated look and feel the brand's soul had been eroded away.
The challenge was not only to bring Cabcharge into the 21st century aesthetically
but to also find it's driving purpose and bring it back to life.

Primary, secondary and tertiary typefaces were carefully chosen
to reflect the contemporary nature of the updated brand positioning.

A broad library of graphic elements was developed to visualise
the brands three pillars and help tell the brand story.

Those graphic elements were then pushed further to
create a series of bold background images.

An Extensive styleguide was developed to insure the
integrity and longevity of the brands visual language.