13CABS becomes ’13cabs’ in brand refresh as business undergoes ‘significant changes’

13cabs – the consumer-facing brand of Cabcharge – is continuing its fight back against ride-sharing apps by announcing a rebrand which “signifies significant changes for the business”.

The new branding – which includes a shift from 13CABS to 13cabs and will be promoted via online channels, radio and outdoor – accompanies what CEO Stuart Overell says is improvements in the customer experience.

13cabs is still using the ‘We’ll get you there’ tagline

The new branding and accompanying campaign was created by Thinkerbell – the creative outlet of Adam Ferrier, Jim Ingram and Ben Couzens – and marks a significant shift away from its previous campaigns.

13CABS’ campaign in 2017 focused on taxi drivers themselves, rather than the company’s users, and took aim at Uber’s surge pricing.

The tagline “We’ll get you there” has carried over to the new branding.

Liz Attia, head of marketing at 13cabs, said the company plays a bigger role in the community than it gets credit for.

“People are the heartland of our brand. No matter who you are, you can book your way, pay your way, and more importantly, there’s always someone to contact at every touch point if needed.

“This is why our communications features real stories, told by real people.”

An outdoor execution showing 13cabs’ new branding

Ingram said getting his own taxi licence and listening to its call centre has given the agency real insight into the role the brand plays in helping Australians.

“Through telling these stories, 13cabs is building pride back into their diverse driver network by highlighting the important role drivers from all backgrounds play in connecting Australians around the country.”

Stuart Overell, chief operations officer at 13cabs, added: “We’ve been helping people in Australia get where they need to go for over 40 years. When people think of booking a car – any car – we want them to think of 13cabs.”

Thinkerbell has also created online ads for 13cabs featuring employees and their individual stories.

The new branding includes a completely redesigned app, improved driver training, customer care programs and contact centre operations, and refreshed vehicles “so passengers can more easily identify a 13cabs car from other taxi companies”.

Overell added: “If you’ve been riding with 13cabs lately, you will have already begun to notice the improvements to our service and we want to ensure our passengers continue to see 13cabs is dedicated to providing service excellence through all touchpoints.”

13cabs was named as Thinkerbell’s first client with the agency releasing its first work for the brand in September last year, taking aim at other ride sharing services.

Last year, Foxtel also ditched capital letters from its logo, conceding it was “almost like when someone sends you a text message all in capital letters” and the brand had been perceived as “aggressive”.


Client – 13cabs

  • Andrew Skelton – Managing Director & CEO Cabcharge
  • Stuart Overell – Chief Operating Officer
  • Liz Attia – Head of Marketing
  • Kim Henkul –Marketing Services Manager
  • Sam Tan – Digital Marketing Manager
  • David Brand – Senior Copywriter & Communications Manager
  • Cassie Downie – Communications Officer
  • Andrew Morgan – Graphic Designer

Creative and Strategy – Thinkerbell

  • Margie Reid – Managing Partner
  • Adam Ferrier – Chief Strategy Thinker
  • Alex Grivas – Lead Thinker
  • Kelly Ng – Account Thinker
  • Paul Theobald – Rebrand Design
  • Daniel D’Angelo – Design Tinker
  • Lisa Chen – Design Tinker
  • André Pinheiro – Creative Tinker
  • Jim Ingram – Chief Creative Tinker
  • Ben Couzens – Chief Creative Tinker
  • Jess Van Roosendaal – Production Tinker

Film Production – Revolver/Will O’Rourke

  • Director: The Glue Society
  • DOP: Jordan Maddocks
  • Editor: The Glue Society
  • Animation / VFX / Grade: Blackbird
  • Photography – Israel Rivera
  • Music – Brand Music

Media Agencies

  • Media Republic
  • GMG Digital

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