Mears Transportation
Challenge
Mears Transportation, founded in 1939, is one of the largest private transportation providers in the country, offering taxi, shuttle, luxury, and bus service within the Orlando area. In addition, Mears offers luxury car service worldwide. Mears approached the Brandcoders team to assist them in pivoting away from the classic “taxi cab” yellow with a new look for their new ride-sharing application rollout. The primary goal was to develop an improved brand identity that blends their traditional logo font together with a progressive feel to appeal to a younger audience. Because there were so many vehicles wrapped with the older Mears logo, changing the brand entirely could potentially affect their brand recognition within the local market, so certain elements would have to be preserved in order to maintain consistency between the old and new identities. Additionally, their website needed a refresh that was mobile-friendly, search engine optimized, and focused on their Mears app as well as their luxury transportation lines.
Solution
The Brandcoders team got to work and came up with several logo options and colors that could achieve the executive team’s goals and create a foundation for the future while preserving elements of the past. Mears has several services under their brand, so the Brandcoders creative team created logos for each of the core services so that Mears could maintain consistency between rideshare, shuttle, taxi, and coach lines. Brand usage guidelines were established so that all digital and print media can maintain a level of consistency that would reinforce brand recognition and communicate superior service and safety. An application icon set was created as well. After the brand identity was complete, the Brandcoders development team executed an enterprise website design utilizing the Jekyll framework that would drive customers to download the new Mears app and book online. Search engine optimization was a major focus of this project, as multiple pages throughout the website received over 100,000 visitors per year and possessed high domain authority. During the transition, the SEO team assisted with 301 Redirection, Q/A testing, sitemap generation, and search console configuration to ensure all earned authority remained intact after the transition.
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