Some of our most rewarding work happens over the course of years, not weeks. Our long-standing partnership with L.A. Riverside Brokerage is one of those stories — a full-scale rebrand, a broadcast anniversary campaign, and a decade-long relationship built on trust between one of New York's leading taxi and for-hire vehicle insurance brokerages and the creative team behind its public image.
A Brand Built for Trust
L.A. Riverside Brokerage has spent decades representing taxi, livery, and for-hire vehicle drivers across Manhattan and the Bronx, serving as one of the only insurance brokers in New York representing all of the city's major carriers. Founded and led by Cira Angeles, the company built its reputation fighting on behalf of individual drivers and owner-operators — but by 2014, its branding and communications hadn't kept pace with its growth or its standing in the industry.
Our team, then operating as The Creative Capital and now a specialized creative unit within SPLEX One, led a ground-up brand transformation: a new identity system built for a company navigating one of New York's most regulated industries, a full suite of redesigned client-facing and administrative documents, new exterior and interior signage across the Manhattan and Bronx offices, and a complete website rebuild designed for the drivers who depend on L.A. Riverside for coverage and support. The result was a brokerage that finally looked, read, and communicated at the level of the trust it had already earned from the driver community.
Telling a 25-Year Story on Broadcast
In 2019, L.A. Riverside returned to us for an entirely different challenge: a television campaign marking the company's 25th anniversary. Our team developed three original creative concepts rooted in the company's history of advocating for drivers, its commitment to first-class, personalized service, and its role supporting New York's immigrant and working-class driver community — then took those concepts through full broadcast production, from scriptwriting and storyboarding to multi-camera 4K filming, color grading, and final mastering. We also managed the media buying strategy, placing the campaign across regional and community-focused networks to reach the drivers and families L.A. Riverside serves every day.
A Campaign Rooted in Community
Alongside the rebrand, our team produced a documentary exploring what rebranding really means for a business like L.A. Riverside — not just a new logo, but what the film calls "re-dreaming" a company: honoring its history while adapting it for a new generation. The film features the L.A. Riverside leadership team reflecting on the challenge of finding a partner capable of handling a rebrand at full scale, and our own team's philosophy of staying immersed in a client's history and vision rather than imposing an outside aesthetic.
That same spirit carried into a press event we hosted at our office, where L.A. Riverside unveiled its new campaign, "Porque Tú Mereces Más" ("Because You Deserve More"), to press and community stakeholders. The conversation centered on what the brand means to the immigrant and working-class drivers L.A. Riverside has served for decades — professionals who depend on the brokerage for more than a policy, and a team that, in the company's own words, was built by professionals, for professionals.
A Decade-Long Partnership
From brand identity to broadcast, from signage to storytelling, our work with L.A. Riverside reflects the kind of long-term, full-service partnership SPLEX One and The Creative Capital have built our reputation on: understanding a client's history, elevating their image, and staying with them as their business grow
