The look of friendly, cheeky convenience. Creating a new identity for the Middle East’s first home-grown unicorn.
Insight
Careem needed to keep up.
Careem - the Middle Eastern transportation app & the region’s first ever tech unicorn - has always managed to position itself as a brand with promise. However, with a slew of global and local competitors on the road, Careem found itself short on delivering on customers’ high expectations.
So, Careem posed the questions to us - who are we? And how do we get there?
Idea
A smile and wink.
Our answer was to create a comprehensive re-branding program paired with a new strategic positioning for Careem. We drew inspiration from the contagious energy of its founders, focusing on the impact they make on the region. We ended up creating a mark that is personable, instantly identifiable and trustworthy.
All to make moving personal and easy – and what better way than with a smile and a wink.
Results & impact
The rebrand saw an uplift in brand equity, leading to an investment of US$60 million, a valuation of US$1 billion and an eventual buy-out by Uber.
Credits
- Agency
- Impact BBDO
- Location
- Dubai
- Art Direction
- Taraka ‘TK’ Tennakoon
- Collaborators
- Scott Leder - Executive Creative Director, Khadra Mohamed & Sumayyah Abu-Hulayel - Copywriters, Thom Stoodley - Designer