CAREEM
REBRANDING
2024
for CAREEM
FROM RIDE HAILING APP TO EVERYTHING APP
A refreshed identity for a local icon.
After ten years as the region's leading ride-hailing platform, Careem had evolved into a multi-service ecosystem spanning mobility, food delivery, payments and everyday services.
The challenge was no longer what Careem offered, but what people perceived it to be. We needed a brand capable of expressing this transformation.
BUILDING A BRAND FOR 20+ SERVICE
The new identity needed to create consistency across a rapidly expanding ecosystem while preserving the equity Careem had built over the previous decade.
We evolved the brand around its most recognizable asset: the iconic wink.
ONE SYSTEM. MULTIPLE EXPERIENCES.
We created a scalable design system capable of unifying more than 20 services while allowing each category to maintain its own identity and purpose.
FROM APP TO STREET
The system was designed to perform consistently across digital products, campaigns, packaging, retail experiences and everyday customer touchpoints.
A BRAND BUILT FOR SCALE
Every asset, service and touchpoint was designed to work as part of a coherent ecosystem.The result was a flexible identity capable of growing alongside the business
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MY ROLE
I joined Careem to help lead the rebranding initiative in partnership with DesignStudio London. Following the handover, I led the development of the brand guidelines and drove the rollout of the brand expression across the entire company, supporting teams, products, services, campaigns and operational touchpoints.
As Head of Design, I was responsible for ensuring the consistent implementation and evolution of the brand across both internal and external communications, acting as the central point of contact for brand governance and adoption.
Beyond the implementation, I conceived and created the award-winning case study from concept to final delivery, including the film, presentation decks and supporting materials developed for international award submissions. By shaping the narrative around the transformation, the project went on to earn multiple industry recognitions and awards.
IMPACT
TRANSFORM AWARDS ︎
The only global magazine for rebranding and brand development
Dubai, UAE · June 2024
Grand Prix — Careem Rebrand
( First in-house creative studio in the award’s history to win the Grand Prix )
Gold — Careem Best Brand Evolution
Gold — Careem Best Rebrand of a Digital Property
Gold — Careem Best Brand Architecture Solution
DUBAI LYNX ︎
International Festival of Creativity
Dubai, UAE · March 2024
Silver — Careem Design Craft
Silver — Careem Art Direction
