Fieldtrip Animated F Logo

Pegasus

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.

Brand Architecture Brand Strategy and Positioning Naming Brand Identity Design
Two dark-colored cars are parked facing each other in a dimly lit area. The center features a stylized blue Pegasus logo above the word PEGASUS in white capital letters.

THE CHALLENGE

Limited by unfocused brands

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.

A billboard against a blue sky displays the Pegasus Distillery Experiences logo, featuring a blue stylized winged horse, with a background of stacked wooden barrels. Two stacks of business cards on a blue background; one shows a white card with contact details for Pegasus, the other displays a blue card with a white Pegasus logo.

THE APPROACH

Unlocking potential by unifying the brand

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.

Minimalist blue Pegasus logo above black text PEGASUS and red text CHAUFFEURED SERVICES on a white background. The Pegasus is illustrated with sleek, angular lines and stylized wings. Minimalist blue outline of a winged horse forming a stylized Pegasus above the words PEGASUS in black and DISTILLERY EXPERIENCES in orange on a white background. Minimalist blue line drawing of a winged horse above the text “PEGASUS” in black and “CHARTERED SERVICES” in purple on a white background.

THE RESULTS

Taking you further

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.

A close-up of a stylized turquoise logo resembling a winged horse with the letters RS on a glossy black surface. A modern bus with blue geometric graphics on its side is parked outside under a cloudy sky, reflecting clouds in its windows.
Quote Marks

“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.”

Eddie Fieldhouse, Marketing Director
Minimalist light blue Pegasus logo formed by geometric lines, positioned above the word PEGASUS in elegant, gray uppercase font. Subtle grid lines are visible across the image, suggesting a design layout.
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Awards

American Advertising Federation (AAF) Addy Gold: Logo Design American Advertising Federation (AAF) Addy Silver: Integrated Brand Identity Campaign