Thistle Taxi

The brief

The same owners run a second, equally established taxi company. They wanted two websites that felt like siblings without looking like clones, and an AI assistant to take the weight off the office phone.

The challenge

Two brands, two reputations, one budget. Building twice would have doubled the cost; building once with a swapped logo would have damaged both brands' local identity.

Design approach

• We designed a shared component system, then gave each brand its own colour, tone of voice, imagery and local content — sibling sites, not duplicates.
• Both sites share the same booking flow, so drivers and office staff only ever learn one process.
• Improvements ship to both brands at once: a change to the booking component upgrades two businesses in one deploy.

How we built it

• One typed codebase with brand tokens driving colour, logo and copy, so a new brand could be added in days rather than weeks.
• Custom AI assistant trained on fares, coverage areas, airport runs and account rules, answering in the company's own tone.
• Guard rails on the assistant: it answers from approved company information and hands over to a human for bookings and disputes.
• Same performance and accessibility budget as its sister site, verified before launch.

SEO & AI search

• Separate entity, separate structured data: each brand has its own LocalBusiness markup, service areas and reviews strategy so they do not cannibalise each other.
• Distinct copy on every page — duplicate content across sister sites is a ranking risk we designed out from the start.
• Airport and long-distance landing pages targeting the searches with real margin.