In 2003, Carey Fieldhouse purchased a transportation business that eventually expanded to include multiple brands including R&R Limousine, Cosmopolitan Coach, and Copper Still Tours. Specializing in providing great customer service and experiences, they are known for their five-star executive travel and chauffeured limousine services, luxury coaches, and distillery tours.
THE CHALLENGE
While the growth in brands was an indicator of success, it also came with limitations – it created confusion, limited recognition, and inefficiencies in the business. With an ambitious vision and growth goals, it was obvious that the lack of a cohesive brand was one of the largest obstacles to the company’s future. For years, revisioning the brand was pushed to the bottom of the priorities as it felt like an overwhelming task. However, the timing was right, as the company was soon relocating and building its new headquarters.
THE APPROACH
After conducting stakeholder and employee interviews, customer surveys, branding exercises, and competitive analysis, a new brand architecture emerged. The company would become a branded house, connecting three unique services under a single brand. Once the brand architecture and platform was approved, naming and development of the brand identity began.
Several name options were considered, but ultimately the final selection was Pegasus. The legendary winged horse stands as an aspirational symbol of upscale, limitless transportation and unique experience. The logo is a modern, abstracted pegasus icon paired with a classic, elegant typeface. This new sophisticated, personable identity speaks to both the professionalism and service Pegasus prides itself on.
THE RESULTS
The new name and brand identity were unveiled with incredible success, both to employees and clients, with a notable unveiling at a one-of-a-kind distillery event hosting top bourbon experts and personalities from around the country. Restructuring the individual sub-brands to fall under a master identity has helped to build equity across all three brands as customers and clients now understand the connections and services available across the entire Pegasus portfolio.
“The rebrand from Fieldtrip has already paid off 10x and the ROI continues to grow. It’s done wonders for our company, our team, and the bottom line.”
