Southtown Limousine Brand Redesign — The Work of Brian Andersen

Southtown Limousine

This project was broken up into to 2 parts, but really was comprised of 3 individual projects: Brand redesign, website design, and social media overhaul. The company is a small, family-owned transportation service based on the south side of Chicago. They didn’t have much of a logo, just a stock image of a limo and a cursive font and I don’t think their website had been updated in at least 15 years.

I sent the clients a questionnaire and got started with logo sketches based on their response. They wanted their brand to convey a reliable, comfortable service. So I researched and explored logos across the automotive and transportation industries. Ultimately we ended up with a winged badge design that is prevalent in the vehicle manufacture industry.

Don’t mind the erroneous doodles, it’s a critical part of the process. Like closing out applications on task manager.

Logo: Done
Next Task: Brand

Time to develop the rest of the brand. I built a brand guide which included alternate logos, a proper use guide, brand colors, fonts, and even potential uses for uniforms and branded swag to give to customers.

Brand: Done
Next Task: Website

The next task was to tackle the website. The old one was pretty stale and dated. But one of the family members was going to take on the work of building a new website if I would design it and build the assets for them. They requested a single page design. Unfortunately, they never implemented the new website design, though I am not sure why.

Before

After

Keeping the client’s initial request in mind, I designed a sleek and luxurious website. The initial problem with their original design was the information overload, so I broke the information up into more digestible bits and presented it in a flow that would make sense for a customer shopping for a transportation service.

The company had existed solely on word of mouth and return clients, but as COVID came and went, their return customers that consisted mostly of airport fares for businesses, were not returning as they had hoped. They wanted to begin making an impression on social media. I agreed to help them develop content as well as a social media marketing plan and guide their progress. I started with updating or building them social media pages. The profiles and cover images were updated according to brand guidelines. The clients were going to fill in the pertinent company information. I conceptualized and produced posts, copy, and artwork and then posted for them.