Start Your Crypto Journey
Uphold wanted to introduce its brand to a London audience that may never have traded crypto before. The medium was one of the city’s most recognisable formats: the London black cab. The campaign centred on two fully wrapped taxis. One introduced Uphold’s main brand, while the other promoted the Uphold debit card and its cashback proposition. Both needed to be understood in seconds, whether seen at the kerb, in traffic, or from the top deck of a bus. The line “Start Your Crypto Journey” gave the campaign its anchor. It worked literally, for passengers stepping into a taxi, and figuratively, for people taking their first step into crypto.
For a brand entering a cold audience, the journey idea did more than create a headline. It made crypto feel accessible, simple, and familiar. Instead of asking people to make a leap, the campaign framed Uphold as a practical place to begin.
The creative system had to work across two distinct wraps: a bold brand introduction and a debit card execution led by the 1% cashback message. Together, they needed to feel like one campaign, not two separate pieces of artwork.
The Process
Every angle had a job. The sides carried the main message. The front and rear caught traffic. The roof became a canvas for people looking down from buses, offices, and upper floors.
- Start with the angles: We built the artwork around reference imagery of the London TX from every side, so each panel could be designed in context rather than treated as a flat template.
- Map the wrap: Each section of the design was warped, adjusted, and placed onto the taxi form to check how the artwork would behave across doors, curves, windows, wheel arches, and trim.
- Make it real: Photoreal mockups brought the wraps to life before production, helping the client see exactly how the campaign would look on the road before anything was printed.
- From approval to the road: Once approved, the artwork was prepared for print, produced at scale, and installed across both taxis ready for launch.
The Result
The campaign is now live across London. Two taxis. Two messages. One visual system.
The green coin language connects the brand wrap and the debit card wrap, helping Uphold show up consistently across the city. One taxi introduces the brand and invites people to start their crypto journey. The other makes the product benefit clear with a direct 1% cashback message.
Together, they turn a familiar London format into a moving introduction to Uphold: simple, visible, and built to be understood in seconds.
