Careem is the leading technology platform for the greater Middle East. A pioneer of the region’s ride-hailing economy, Careem is expanding services across its platform to include payments, delivery and mass transportation. Careem’s mission is to simplify and improve the lives of people and build a lasting institution that inspires. Established in July 2012, Careem operates in more than 120 cities across 15 countries and has created more than one million job opportunities in the region.
Given the speed and scale that Careem grew, the company needed to find an effective way to share brand guidelines and assets and facilitate collaboration with marketing teams across its diverse footprint.
To deliver a consistent brand experience and establish a universally recognizable brand, Careem needed to find a way to seamlessly and securely distribute all the latest brand guidelines and assets and make them instantly available for download and adaptation across different time zones.
Careem has created a dynamic and user-friendly Brand Center, that serves as the brand hub for easy navigation and usability and includes all the core brand guidelines such as: tone-of-voice, visual identity, colours, typography, brand graphics and much more.
Having their brand guidelines online, helped the company keep their brand guidelines up to date, and ensured all marketing teams across countries had access to the correct and updated information and digital assets at any time.
Media Bank is the digital asset management and archiving system behind Brand Center and Template Technology. All digital assets are uploaded into Media Bank and nicely presented and available in Brand Center.
Media Bank allows the local marketing departments to download all digital media assets such as brand assets, documents, campaigns, images, videos and more.
Connected to Brand Hub, Careem is also using Template Technology for online design.
Careem has made available various templates in both English and Arabic languages to enable their marketing team to create online designs. Users can choose between a wide range of templates and adjust to their needs, within a controlled template environment that ensures brand elements are never compromised. With send-to-print functionality, users have the choice of either creating a file for download or sending the file to print.