Hailo hired Microsoft’s former global brand director to take charge of the brand in the highly competitive and rapidly changing taxi market. Although Hailo pulled out of North America at the end of 2014, it continues to expand in Europe and Asia. Considering the time pressures dominating Bramall’s sector, it is unsurprising he believes “speed is absolutely key to creativity – the more time it takes to create something, the less likely you are to create something”.