Challenge
We were tasked with developing a unique and iconic brand identity for PinkCab the first female-focus transportation tech initiative in the Caribbean.
Solution
With this in mind, we began developing the verbal identity of the company, which evolved into its big idea: “Driven Women”. This double entendre is perfectly suited for the principles that founded the brand and the female riders and drivers it represents. The wordmark and brand symbol needed to not only complement the big idea, but also be feminine, strong, and independent. The symbol was designed to represent this concept in every way. The “P” for PinkCab comprises of the “map marker” representing location and free movement; the circular characteristics of the icon and wordmark are symbolic of security and community; and the triangular forms within the P represent change (delta) & future growth.
Results
The launch was a resounding success and received overwhelming and positive response from women and major brand partners across the Caribbean region. As the only platform that services women exclusively, the app saw rapid adoption and user growth as it sits in the top 100 apps in the travel category. With a highly successful launch in the Caribbean region, PinkCab set its sights on the European market with its expansion plans set for March 2020.
