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.