A smile and a wink
The look of friendly, cheeky convenience, for the Middle East’s first home-grown unicorn.
Insight
Careem needed to keep up.
Careem, the Middle Eastern ride-hailing app and the region’s first tech unicorn, had always positioned itself as a brand with promise. But with a slew of global and local competitors on the road, it was falling short of customers’ high expectations.
So Careem put the questions to us: who are we, and how do we get there?
Idea
A smile and a wink.
Our answer was a comprehensive rebranding programme and a new strategic positioning. Drawing on the contagious energy of its founders and the impact they make on the region, we created 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
An uplift in brand equity.
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 acquisition by Uber.
US$60Minvestment
US$1Bvaluation
Credits
- Art Direction
- Taraka ‘TK’ Tennakoon
- Executive Creative Director
- Scott Leder
- Copywriters
- Khadra Mohamed & Sumayyah Abu-Hulayel
- Designer
- Thom Stoodley
- Agency
- Impact BBDO
- Studio
- Dubai
