DFHV Evolution of the Ride Campaign

Challenge:

The DC Department of For-Hire Vehicles (DFHV) was in need of a complete brand-recognition campaign. The DFHV replaced the former DC Taxi Commission, which was responsible for the regulation of the city’s taxi fleet, and maintaining a status quo of pricing and policies that favored drivers in a one-choice industry.

The DFHV was formed to ensure there is choice, competition and innovation across DC's new transportation ecosystem, which includes taxis, limousines, private vehicles-for-hire and ride-sharing platforms such as Uber, and lyft.

Approach:

Seaberry worked closely with DFHV to develop the “Evolution of the Ride” marketing campaign to raise awareness about how the department is transforming the agency's focus to entrepreneurship from growth-stifling regulation.

The Seaberry-designed campaign used the DC Taxi primary colors of red and gray and added a bold, updated graphic look to the old taxi icon. The new imagery placed the taxi squarely in the realm of new technology and heralded the future of transportation as a service in the District.

Ads appeared in DC’s Metro stations and on Metrobuses. The campaign also included a series of “Evolution of the Ride” videos, a hack-a-thon to spark development of tools that assist mobile hailers in the District, as well as the design of the city’s DFHV enforcement cars.