Careem

Defining the Region’s First Super-App.

Careem has become a brand that is synonymous with ride hailing across the MENA, Pakistan and Turkey. Never to be an organisation that stands still, it saw an opportunity to play a bigger role in the communities it serves – expanding beyond just ride hailing to being the brand that simplifies many aspects of your life through customer centric technology.

Careem had already started to expand into a number of other revenue streams such as food delivery through sub-brands, like Careem Now (for food delivery) with independent visual identities, independent apps and
independent teams.

However, this resulted in broken customer journeys, data silos, internal conflict between ride hailing and new services with customers having light transactional relationships with the sub-brands, not a deep relationship with Careem.

Careem’s plan was to increase the number of services, developing some themselves, but also opening their platform to 3rd party partners to offer their services through Careem. This would add to complexity of the experience and for a brand that wants to simplify people’s lives we needed to set the right brand approach to enable this.