Saint Lucia Tourism Authority
Inspiring Journeys
We received an exciting brief to design striking wraps for London black cabs to mark the achievement of Julien Alfred – Saint Lucia’s first-ever Olympic medallist, as well as their first Gold medallist.
To coincide with her visit to London as an Ambassador, the main objective of the taxi branding was to celebrate both her success in Paris and to promote the island as a travel destination throughout the city streets.
One of the challenges of the project was to ensure longevity with the creative, as the taxi contracts run for a year. The branding was also carried through into the interiors with creative visuals on the tip seats.
The message chosen, ‘For Inspiring Journeys Visit Saint Lucia’ acknowledges Alfred’s inspirational achievements, while the use of ‘journey’ can also be a subtle nod to the passengers’ taxi rides.
