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.

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So, Careem posed the questions to us - who are we? And how do we get there?

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The 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.

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All to make moving personal and easy – and what better way than with a smile and a wink.

 

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Agency: Impact BBDO / Proximity

Client: Careem

 

Executive Creative Director: Scott Leder

Art Director: Taraka 'TK' Tennakoon

Designer: Thom Stoodley

Copywriters: Khadra Mohamed & Sumayyah Abu-Hulayel