Lawlor Car Service has provided Epping in Essex with cabs since the 1960’s, and is family run.
In the 12 months leading up to 2017 Lawlor Car Service introduced dispatch software putting them ahead of the competition in the area. The firm introduced a mobile booking app in November 2016 and gained 500+ downloads with more than 1,300 journey’s as a result.
Brief for Lawlor Car Service
The clients were keen to establish a more professional image and approach, which they wanted reflected in their brand and marketing. Lawlor’s target market are commuters into London, with the cab firm being at the end of the Central Line. Part of their service is offering airport runs at a reduced rate, and they also own a small fleet of executive vehicles along with a luxury S Class Mercedes for their VIP customers.
My priority in creating the brand for Lawlor was to ensure it was instantly noticed. The majority of the time you only see a cab firms branding when a car drives past which is fleeting, so it was vital that the branding impacts in the short amount of time that it has to be recognised.
The chosen typeface was Gotham, with Black and Light weights making up the lock-in. With a variety of weights that work the typeface would be recognised locally.
The logomark uses negative space to emphasise the ‘L’, which can be used in a variety of ways to work in varying formats. With the direction the company is taking the identity had to work in a digital age while also attracting those not so tech-savvy. It is simple, engaging and modern.
‘Extremely happy with the work that Ian has done for our company.
He is understanding and great at what he does. Would highly recommend to anyone out there looking for a great brand. Our company definitely feels more professional now.’
Alan Hudson – Manager at Lawlor Car Service