What we did
Brandmark, wordmark, symbol
Color, typography, graphic elements
Key website pages
Key mobile app screens
Cab top advertising
Flywheel is a San Francisco based taxi service (not black town car or private vehicle) which allows people to hail a cab instantly via smart phone app. Flywheel works in partnership with established city taxi services. As such, the brand needed to stand out when applied to the advertising-heavy yellow and blue cabs that are native to San Francisco. The new brand also needed to be set apart from its primary competitor that, at the time, was positioned as a sophisticated, upscale service to the elite and branded in stark black and white.
With the use of bright, friendly, bold graphics, we created a brand and strategy to bring joy and delight to users as they traveled from one place to another. The symbol, a forward-leaning F, was meant to evoke movement and swiftness. Born of an abstract circle and two stripes, it can represent tire tracks or a winged wheel. To make the letters unique and distinctive, and to reflect the approachable savviness of its customer, we handcrafted a combination of sharp and rounded edges into the original letterforms. We employed a confident red color to catch the eye and to further distinguish from competitors and partners.
*I designed this project as part of the Moving Brands team.