ADDISON LEE

THE CHALLENGE

"Our business model isn’t working any more."

THE ORGANISING IDEA

"Always asking ourselves how we can go above and beyond the call of duty."

DELIVERABLES

Brand positioning, Brand values, Brand architecture, Logo and visual identity, Design system, Marketing collateral, Digital advertising, Web design, Social media, Copywriting, video.

Logo Design

Addison Lee had a problem - called Uber.

They had unsuccessfully tried to take Uber on at their own game - competing on price, speed of access, new technology and offering discounted fares. They needed to do something different.

We looked at the business from top-to-toe, conducting brand reviews, research audits (including commissioning new research) and interviewing staff from across the organisation. This was all done from a single large space adjacent to Head Office; everything was put on display and all staff could come in at any time to see our thinking.

We then developed a new brand proposition, narrative, a new identity, plus communications, advertising and promotional tools, a new video and brand guidelines.

Results surpassed expectations. Spontaneous recall more than doubled (16% pre-campaign vs. 45% post campaign). Overall awareness rose from 50% to 70%. Brand values changed positively, with Addison Lee being seen as premium, convenient, trustworthy and modern. And our work contributed to 11% value growth.