Steven Caldwell, the entrepreneur behind Manchester Water Taxis, appointed Sedgwick about six months ago without a pitch.
Caldwell briefed the designer to ‘come up with a branding concept that recalls New York taxis, but with a friendly twist’, says Sedgwick, adding that his solution also makes a reference to taxi cabs’ illuminated signs.
Sedgwick has completed the brand identity and a holding website, and is currently working on stationery, marketing materials and a website that will appear in the run-up to the taxi service’s launch in December 2010.
Caldwell, who is seeking more funding for the venture, is currently purchasing a fleet of water taxis, for which Sedgewick will design a livery.
The water taxis are intended to offer commuters an alternative to the Metrolink once Media City UK opens in Salford in 2011. They will stop at Manchester Victoria, Spinningfields, Exchange Key, Media City and the Trafford Centre.