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.