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Transportation Rebrand
About the Opportunity: zTrip is a growing leader in tech-enabled transportation, providing transportation services including taxi, shuttle, paratransit and large equipment including mini-buses and large busses. zTrip currently operates in 48 cities and operates over 4,000 of its iconic zTrip branded taxis creating brand visibility in major metropolitan areas and airports. SuperShuttle is an iconic brand that operated shared ride airport transportation in 60 cities across the US from 1985 until 2020. Their highly recognizable blue vans with yellow markings became well known as a top provider of taking people economically to and from airports across the country. ExecuCar is a wholly owned subsidiary of SuperShuttle and piggybacked off the SuperShuttle brand to provide black car transportation for those who wanted a higher level of service than the SuperShuttle share3d ride option. ExecuCar has created its own brand niche, however not to the level that SuperShuttle once had, or the level that zTrip is creating now. SuperShuttle Express Business Model In late 2020 SuperShuttle was acquired by a partnership between zTrip and the previous executives of SuperShuttle under a new concept. SuperShuttle staff used its industry knowledge to sign up affiliates across the country who were willing to take reservations/trips from customers who booked on the SuperShuttle sites for their new service called SuperShuttle Express. This new service is a single trip/ride meaning that we pick up the customer/customers in a single location and take them to the airport, much the same as an Uber of Lyft…and with similar pricing. In addition, customers can book different types of service such as black cars, Sprinters, Eco Friendly options and even large busses on the SuperShuttle or ExecuCar websites. SuperShuttle simply transfers the reservations to the affiliate, and they provide the service with SuperShuttle retaining a booking fee. The customer is notified with the name and phone number of the affiliate providing the service. The company has been successful, but is now seeing a small but consistent decline in bookings and revenue. Delima SuperShuttle Express has been enjoying the brand recognition and trust that it created by providing quality service for 35 years. The company has many repeat users and a good data base of current and past users to market to, however there are no branded vehicles at airports or anywhere in the affiliate markets. Given that zTrip is a major shareholder and provider, we now believe that the time is right to begin an aggressive co-branding project as zTrip has the brand visibility that SuperShuttle once had. We need to link our consumer facing technology and create links from zTrip websites, etc. to our SuperShuttle booking sites. We believe we have technology in place to accomplish this, however we are looking for a Brand Strategist to assist us with the messaging that SuperShuttle and ExecuCar are zTrip companies and have that message be prominent while continuing to maintain the brand access for existing customers. To put it quite simply, anyone going to the zTrip website will instantly know that SuperShuttle Express and ExecuCar are zTrip companies and those coming to the SuperShuttle of ExecuCar websites will know the same. Our robust booking engine exists in the SuperShuttle website/technology suite so a prominent “Book Here” tab will exist on the zTrip website which will take the customer directly to our booking engine through a link. Our future marketing efforts will be made as zTrip and/or SuperShuttle a zTrip company. Our long term goal is that zTrip is the brand that will define us, but that some time frame of co-branding and keeping the SuperShuttle.com and ExecuCar.com access makes good sense. ________________________________________ What You'll Do: • Modernize Visual Identity: use existing logos and color schemes while linking the brands together in a co-branding effort tied strongly to the zTrip brand. • Define Brand Architecture: Clearly articulate how SuperShuttle and ExecuCar live under the zTrip ecosystem using a branded house approach. • Develop Messaging: Create “In your face” messaging that clearly differentiates us from our competitors (Uber, Lyft, etc.) such as no surging on pricing, call center, guaranteed pricing, etc. • Preserve and Evolve: Maintain the recognition and trust of our legacy customers while moving the brands forward to appeal to a broader, digital-first audience. • Create a Unified Brand System: Ensure a consistent look, feel, and message across all touchpoints — from digital platforms to signage, vehicle wraps, uniforms, and advertising. • Audit & Assess: Evaluate current branding elements and advise on what to retain, evolve, or sunset. • Develop Real-World Assets: Design (or oversee design of) branding uses for social media and a way to take advantage existing signage on vehicles, etc. ________________________________________ What We're Looking For: • Demonstrated experience rebranding legacy or high-recognition service brands • Strong portfolio in transportation, travel, tech, or mobility sectors • Expertise in visual identity systems and scalable brand frameworks • Strategic thinker with the ability to tell a cohesive brand story • Experience creating brand architecture models • Collaborative, fast-paced work style with strong communication skills