ComfortDelGro

Challenge

ComfortDelGro had transformed dramatically from its origins as a household taxi brand in Singapore into one of the world’s largest land transport companies, operating in over 15 markets through acquisitions and large-scale public contracts. But the brand hadn’t kept pace with its ambitions.

Despite running some of the most advanced mobility networks – from autonomous trains in Asia to electric buses in London – the business was still perceived through the outdated lens of “the old Singapore taxi company.”

This misalignment posed a risk: if ComfortDelGro couldn’t clearly articulate who they were, what they stood for, and how they created value for cities, they would struggle to realize the full value of their expansion, build trust with municipal decision-makers, or unify their portfolio of acquired brands under a single global strategy.

Idea

To unlock the full value of their M&A strategy and build the foundations for future growth, ComfortDelGro needed to reframe their identity, not just visually, but strategically.

We worked with the leadership team to define a unifying brand purpose, Mobility for a Better Future, that reflected their ambition to be the world’s most trusted provider of compliant, efficient, sustainable public transport solutions.

The new brand narrative aligned the business around a singular idea: ComfortDelGro isn’t just in the business of buses or taxis. It’s in the business of building better cities. A carefully evolved identity modernized the existing logo without erasing hard-won brand equity, and a defined Brand DNA® helped unify global teams and acquired assets under one shared future.

Changing the future of mobility

This wasn’t just about changing perceptions. It was also incredibly crucial to change lifestyles when it comes to mobility.

With operations stretching across 15 countries, ComfortDelGro had become one of the most experienced, capable providers of land transport in the world, running everything from taxi services in China to private mobility services in Malaysia. But while their infrastructure scaled globally, public awareness, and perception, lagged behind.

Beyond a brand refresh: defining mobility’s human impact

The task wasn’t to create a flashy brand; it was to reveal the true value of a business already shaping the daily lives of millions. Their ultimate customers – governments, municipalities, city leaders – aren’t just buying buses and trains. They’re investing in safer, cleaner, more reliable cities. Cities where transport doesn’t create anxiety, it creates opportunity.

That’s why Mobility for a Better Future mattered. It became a strategic lens for:
• Cities, it meant working with a partner who could help them meet stringent ESG goals, introduce green fleets, and deliver on promises to citizens.
• People, it meant getting home on time, safely, every time. It meant less stress, better air, reliable routes, and technology that works.
• ComfortDelGro, it meant showing up not as a fragmented network of local operators, but as a global force for urban progress.

Brandpie helped unify this purpose across a complex portfolio, bringing cohesion to 13Cabs in Australia, Metroline in the UK, and dozens of other local brands.

The evolved identity was only the visible edge of a much deeper shift: one that now connects infrastructure, innovation, and intention in service of building better futures for people around the world.