Frith and Carroll is a private car and TLC driver rental service based in New York, offering a curated fleet for clients seeking luxury black-car transportation or for drivers looking to rent premium vehicles.

David, the owner, envisioned a timeless, classic, and elevated brand identity. He requested a monochromatic palette with a refined accent color, along with a strong symbol or logomark to reinforce brand recognition. Muse developed a comprehensive brand kit—including a primary logo, secondary logo, logomark, and custom design renderings—crafted to reflect his vision for a sophisticated, high-end aesthetic.

The finalized brand kit served as the foundation for the Frith and Carroll website. Muse designed a sleek, minimal interface that mirrors the elegance of the brand. The site prioritizes usability and clarity, featuring streamlined forms that seamlessly connect drivers and clients, making it easy to book their preferred vehicle or service with confidence.