The brief was to create a new name and identity for a new type of driving service as a new start up business. The main target audience for the service was affluent older people who could not or were not allowed (down to age) to drive, who still wanted personal mobility and freedoms but with little support to be being driven to, say, a doctor’s appointment or on a shopping trip, by someone entirely trustworthy and very personable. But the client team also believed that, over time, many other potential users would discover the benefits of the service.

First, we needed a name for the new brand. And we set off in search of something that would give the service a dependable and established air. After exploring several options, we came up with Butler & Parker: a little bit Downton, a little bit Thunderbirds - and a whole lot upscale and reassuring.

From the name, emerged the rather elegant logo graphic: two gloves - a butler’s glove and a chauffeur’s - forming a pair of wings intended to signify the freedom enjoyed by users of the service and the combination of a personal service and a driving service.

And then we went to work on the identity, mostly using understated black and white, to give a discreetly smart but unshowy feel to communications and also the cars themselves, but chucking in a little splash of pink, to keep things interesting.

The new brand identity got this new venture on the road to success in know time with a strong uptake in its services in the first 6 months from its target audience.