Uptown Taxi: Keeping Up with the Ride Shares

This branding project was created for Uptown Taxi, a fictional local transportation service seeking to modernize its identity to stay competitive in a ride‑share‑dominated market. The challenge was to transform an outdated, traditional brand into one that feels reliable, professional, and appealing to contemporary riders. My goal was to establish a cohesive visual identity and communication system that clarified the company’s values and strengthened trust within the community. As the sole designer, I led the full process—from researching the client’s goals and audience to developing a modern logo, color palette, infographic, poster, and app home screen—ensuring every element aligned with the new brand strategy and supported a more polished, user‑friendly experience.