Rebranding Addison Lee to its fresh new look

Addison Lee is a leading business-class car service that operates in over 350 cities worldwide.With a fleet of over 4,800 cars in London alone it offers premium private hire as well as courier, coach and passenger transfer services.

After a successful history dating back to 1975, 2016 saw the time for a change to the company's 40-year old brand identity. It's new branding both fresh and modern to help match its service led approach.

Addison Lee approached us to implement its new vehicle branding across its existing fleet of cars and courier vans at various locations across the UK. The project also utilised our full brand implementation skills with signage and display solutions for its offices and other assets.

With such a significant rebrand project, Addison Lee was keen to ensure it selected the right partner. It understood the importance of selecting one with proven experience in this scale of commercial project and the resource and capacity to deliver to the challenging deadlines.

A practical design solution

Addison Lee's fleet had suffered in the past with rapid deteriation of its logos, particularly those that require a “two way” vision film on the rear window, in this case its entire 4,800 strong taxi fleet.

In addition to this, the vehicles were required to be rebranded in as short a space of time as possible to keep the vehicle downtime and costs to a minimum.

We were also ask to find solutions to rebrand the Head Office and local London sites with the new brand logo using existing signage hardware as a basis for the work.

Key objectives:

  • Find a solution for the rear Taxi logos to avoid deterioration over the life of the cars.
  • Project manage the entire rebrand programme at various locations, including the rebrand of Courier fleet vehicles.
  • Incorporate new Addison Lee design on to vehicles that were outside the original remit.
  • Survey, design and install site signage and workplace branding elements.

Forward thinking is the way forward

Using our creative thinking, innovative technology and technical experience, we developed a new product, AuraVision™ to solve the problem. Essentially we print a two-way view solution using special optically clear film, eliminating the possibility of damage to the edge of the logos previously experienced using traditional methods.

Prototypes were put through testing and passed approval by TfL, resulting in exclusively manufactured graphics benefiting from a 36 month warranty to provide the perfect solution.

In addition to this, we project managed the rebrand rollout of over 5,000 cars, 300 courier vans and all site signage within a 7 month period, using multiple installation teams, over multiple locations. Other products supplied included lightbox signage, wall wraps, lift wraps and display panels. We also manage the ongoing livery management for replacement vehicles and accident damage.

Aura OnRoad



18 months

Design And Spec


developed new and unique two-way vision solution



signage and architectural graphics

Careful planning and project management means we’ve been able to deliver a project that hit all the critical success factors. This collaborative approach has seen Addison Lee benefit from brand consistency and integrity, cost controlled implementation and maximised fleet uptime with risk and impact on its business minimised.

Will Bunn - Key Account Manager