Define Your Image

About Us

Define Your IMAGE, LLC is a consulting firm which develops government policies and procedures to create an ideal medallion, or Certificate of Public Necessity and Convenience (CPNC), licensing system for taxicabs and vehicles for hire. These closed-entry systems focus on public safety, driver safety, customer service, and accessibility. Municipalities have a legal responsibility to ensure public safety, but they should also economically regulate the provisions of public for hire services in the public’s best interest. Additionally, the community has a social commitment to ensure that its citizens and visitors have transportation services which are safe, available, and economical to use.

Vehicle for Hire transportation is a vital component to the hospitality industry. Many studies have shown that open-entry, or deregulated markets lead to unreliable, expensive, and inconsistent taxicab services within the community. We understand that transportation services must be adequately planned for, coordinated, and continually upgraded to attract and support the needs of the customer base. Therefore, it is in the public’s best interest to have a modern and positive image for its vehicle for hire operations. These services should reflect the community’s desire for clean, efficient, and responsible privately provided public transportation services which meet the needs of all. For example, those who are disabled or without access to private automobiles and/or a bus route, vehicle for hire service is the only form of public transportation available.

We encourage an environment that fosters open dialogue and values contrary opinions to achieve optimum results. Further, we are committed to improving our stakeholder relationships, while keeping the public’s interests as our top priority. In addition, we continually re-evaluate our operations and strive to improve our policies and procedures. Our consultants understand and value the importance of technology and are constantly seeking ways to utilize technology to make your operations more efficient and productive.

Our focus is to create a system that ensures your operators are delivering excellence every day.



Our aim is to improve the safety of the general public and to create a satisfying experience for the ‘vehicle for hire’ consumer through developing policies, cultivating partnerships, and maintaining high service delivery standards that enhance client confidence and expectations.
Vision Statement
To help shape and Define Your IMAGE by being your trusted advisors in regulatory compliance, policy development, and delivering safe and dependable transportation solutions.
Core Values

Professionalism * Integrity * Accountability * Personal Courage * Commitment * Respect

Professionalism - Success depends on maintaining a highly-skilled, diverse, and responsive workforce; and fostering a culture that values equal opportunity, innovation, and accountability.

Integrity - Is the basis for trust and confidence that must exist among our staff members. It is the foundation for organizational effectiveness.

Accountability – We strive to exceed all expectations, and accept full responsibility for our performance.

Personal Courage – The ability to do what is right, even if it is unpopular.

Commitment – Customers have earned our gratitude and respect. Their safety and well being should drive our actions.

Respect – Treat others with the utmost dignity because we value their input, without feeling obligated to embrace all their ideas.

A Biography of Malachi Hull, Founder and CEO of Define Your Image

Director Malachi HullMalachi S. Hull is founder, President and CEO of New Orleans based Define Your Image, LLC, a consulting firm which develops governmental policies and procedures to create an ideal closed-entry system for licensing taxicabs and for-hire vehicles.

On June 8, 2011, Malachi S. Hull was appointed to serve as Bureau Director for the City of New Orleans’ Taxicab and For Hire Vehicles Bureau. He managed operational and financial activities for over 3200 vehicles for hire operators, 98 for hire companies, and 555 tour guides. In addition, his agency permitted and monitored 15 satellite inspection stations responsible for ensuring vehicle safety for all personally owned, private, and commercial vehicles registered in the City of New Orleans.

During his 3 years of public service, he restored public confidence in an agency that has been plagued with corruption. In April 2012, he led major reforms to bring safe, reliable and predictable ground transportation to the City of New Orleans. The sweeping changes improved vehicle standards, created accessible taxis for those with disabilities, improved driver and CPNC holder standards, improved industry and permitting regulations, and implemented tough rules governing the Taxicab and For Hire Vehicle Bureau. He improved inspection processes to streamline semi-annual vehicle inspections, and decreased vehicle inspection failure rates from 60% to 13%. Moreover, Hull was responsible for implementing the City’s first-ever Pedi-cab program.

In August of 2012, Hull directed sweeping reforms to transform the passenger experience at Louis Armstrong International Airport. These comprehensive reforms improved service levels and raised baseline standards for the surrounding parishes. Those changes included newer vehicle fleets, mandatory safety camera systems, debit/credit card systems, enhanced criminal background checks, and a Passenger’s Bill of Rights.

In November of 2012, The International Association of Transportation Regulators (IATR) named City of New Orleans and Taxicab and For Hire Vehicles Bureau Director Malachi Hull, 2012 International Regulator of the Year. In April of 2013, Hull was awarded the 2013 Champion for Tourism Award by the New Orleans Convention and Visitor's Bureau. Later that year, he was recognized by the Bureau of Governmental Research (BGR) for 2013 Excellence in Government Award.

Hull oversaw transportation services for Super Bowl XLVII, the 2012 BCS National College Football Championship, 2012 NCAA Men and 2013 Women’s Final Fours, Sugar Bowl, Zurich Classic, Essence Music Festival, Jazz Festival, 2014 NBA All-Star game, and WWE Wrestlemania XXX.

On November 12, 2002, Malachi S. Hull was appointed to serve as Bureau Director for the Atlanta Police Department’s Bureau of Taxicabs and Vehicles for Hire. During his 8 years of public service, he managed the operational and financial activities of over 3,500 vehicles for hire operators and 36 vehicles for hire companies. He controlled a $1.7 million budget, and oversaw vehicle specifications, acquisitions and the deliveries for 1631 vehicles. Additionally, Hull implemented an annual driver-training program for over 3,500 vehicles for hire operators and improved the initial driver-training program. These training programs resulted in a 75% decrease in customer service complaints, while also improving the results of an airport customer service survey by 26%. As Bureau Director, Hull implemented internal audit controls, reorganized staff, developed succession planning, and created an environment of accountability. These changes led to a 100% increase in annual revenues.

He implemented a community oriented policing program, called Cabbies on Patrol (COPs), which trained vehicle for hire operators to identify crimes and report them to law enforcement officers. This program assisted the Atlanta Police Department in lowering its overall crime by 33%. Hull also developed and implemented consistent enforcement strategies which increased revenue from fines by 400%. Hull was selected to serve on the Atlanta Police Department’s Executive Team to develop a strategic plan for hiring new officers, improving department morale, building stronger departmental leadership, improving retention, and reducing crime.

Hull was elected to serve as President of the International Association of Transportation Regulators (IATR) in 2008. Under his leadership, IATR entered into a mutual agreement with the Centers for Disease Control (CDC) via the National Institute for Occupational Safety and Health (NIOSH) to conduct research and make recommendations for driver safety equipment mandates and training. Additionally, Hull developed an International Driver Recognition Ceremony (IDRC) to honor drivers for their commitment, dedication, and outstanding service to the riding public. The ceremony is held, annually, at the International Association of Transportation Regulators (IATR) training conference. Finally, he implemented cultural leadership systems to build partnerships with all vehicles for hire stakeholders through creating common goals and objectives. Implementation of this strategy resulted in the formation of mutual agreements with the National Limousine Association (NLA), Airport Ground Transportation Association (AGTA), and the Taxicab, Limousine, and Para-Transit Association (TLPA). These strategic partnerships have resulted in the building of high performance teams to improve the vehicle for hire industry as a whole.

In The Media

Biz Journals
My New Orleans
Nola City Council
The Collective PC

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