October 16, 2020
eCabs has grown organically since it started as a tiny, 3-man team almost a decade ago. As the company grew, the management team did all it could to make sure that the eCabs principles were transmitted to every team member, driving the spirit of eCabs based on days and nights of strategic thinking about what the future of the company would turn out to be.
Why does eCabs exist, what is the set of unassailable values that define the company, what do we promise to our customers, and what are the characteristics of our look and feel that best represent us? These questions and more were answered by the executive team and the brand steadily took shape.
Simon Debono, CMO of eCabs said, “As the organisation gears up for growth and its internationalisation aspirations, we felt the need to realign the brand values internally to serve as the stated guiding light for the future.”
Mr Debono, together with his colleagues in the executive committee is overseeing the cascade of the newly established brand principles throughout the organisation so that every member of the team thinks and acts as one when representing the company, delivering a more consistent experience to its passengers and other stakeholders.
Along with the brand strategy, eCabs explored the way the brand’s visual identity worked alongside its principles and took the decision to revisit it. “We also felt the need to give the brand a new fresh look that is more in line with our personality and our vision,” said Simon Debono about the visual aspect of the brand.
Opting for a gentle evolution of the existing identity, the entrusted brand agency created the full suite of visual assets that would define the eCabs look and feel going forward, starting with the essentials like the logo, typography, and colour palette and going on to apply the identity to everything from uniforms and vehicle livery to photographic styles and all digital touchpoints.
“The brand ethos has always been based on a systematic approach to innovation and the creation of an internal environment that encourages personal and professional growth. We embarked on this process as one of the endeavours that eCabs is pursuing as the brand continues to grow into an exemplary business.”, concluded Mr Debono.