2015 Winners & Shortlists

Brief Explanation

Challenges: To come up with an identity and branding that conveys the exclusivity of the services provided by the new airport taxi. * Objectives: A visual language in tune with he aspired brand promise.

The Brief

Brief: To create a differentiation for the taxis operating at Abu Dhabi Airport by devicing a new identity, vehicle branding and uniforms and taking into consideration two aspects: 1. A taxi that operates only at airport. 2. A distinctive personal service.

How the final design was conceived

One of the first things that a traveller sees when a plane is preparing to touch down is the airport control tower, in any airport in the world, the control tower stands tall and proud to remind travellers that they are in good hands while up in the air and upon landing. The facade and shape of the airport control tower becomes source of inspiration for the identity. We took the shape of the front part of the tower to apply its silhouette to the letter '"A" in "airport"' to create a unique brand element.

Indication of how successful the outcome was in the market

* Visual language created a clean distinction between the normal taxi and the Airport taxi service. * Identity and Vehicle branding promoted high brand recall value as the identity competitive mapping and gap analysis suggest.

The look and feel of the visual accumulated threshold momentum among its consumers during the first stage of its launch according to an identity recognition drivers survey conducted in 2014.