Smarttaxi
A Brand That Moves With The Experience
We created Smarttaxi’s identity to work in a fast-moving, screen-first environment. The visual language is bold, accessible and flexible — giving the product a recognisable character while leaving enough room for content, interaction and changing contexts.
Designed For The Backseat
The interface had to work in a very particular environment: on the move, at a glance and with limited attention. We designed the experience around immediate comprehension, clear hierarchy and effortless interaction — making every screen easy to understand without making the product feel simplistic.
Content, Without The Clutter
With different types of content competing for attention, structure became a key part of the design. We created a flexible interface system that allows editorial content, location-based information and commercial experiences to coexist without disrupting the overall flow.
Where Utility Meets Entertainment
We approached the application as a space with more than one job to do. Useful information, branded content and moments of entertainment were brought together through a single interface system — creating an experience that feels purposeful without becoming purely functional.
Making The Screen Part Of The Journey
The identity was designed to live naturally within the application rather than sit on top of it. Typography, graphics and interface elements work together to create a product that feels distinctly Smarttaxi from the moment it appears on screen.