Our strategic approach was to evolve from a functional brand to an emotional one. Reflecting founder Mudassir Sheikha’s original vision, we defined the strategic idea: ‘We Unlock Possible.’ From unlocking possible in the everyday, to unlocking bigger possibilities in the region — Careem is there to make it happen.
We brought this vision to life through a sophisticated, dynamic graphic system, without losing Careem’s soul and personality. A series of “unlocking” shapes flex across the entire brand and its breadth of services. We crafted a bespoke English and Arabic typeface, and refreshed the iconic logo to be bolder, with a renewed sense of momentum. We worked closely with Careem’s digital teams to develop a completely new digital design system.
Our work with Careem embeds the customer within the experience, ultimately helping Careem become part of daily life. Making the little things easier — all adding up to create larger momentum and progress across the region.