The region’s leading car booking app, Careem, has today unveiled its new brand identity to mark the company’s four-year anniversary. Aimed at building on the company’s remarkable growth in the last four years, the rebranding initiative will see Careem undergo a complete makeover, with a new company symbol featuring a green wink and the implementation of a revamped strategy across all verticals – from product messaging and advertising to community outreach and company culture.
Since its launch, Careem has quickly established itself as the region’s car booking app of choice, with a phenomenal 30% growth month-on-month. Operating in 32 cities from Morocco to Pakistan, Careem now has over 4 million registered users and more than 80 thousand registered Captains across the network.
The goal of the rebranding effort is to give Careem an offline presence as effective as its online presence — an image that captures the beauty and simplicity of technology and the positive impact it is creating in the region.
“The rebrand represents more than just a brand overhaul,” said Mudassir Sheikha – Co-founder of Careem. “This new branding changes the whole identity and manifestation of Careem. The logo is bold, positive, playful and differentiating. We wanted our brand to reflect how proud we are of being local. We also did some serious work to see how the logo plays across various cultures in the countries we operate in and the response was indisputably positive.”
“Our mission is to move our region towards better living; and to achieve that, we had to create a regionally recognized brand symbol synonymous with what we stand for. Careem is bold, local and relevant to all, and the new identity represents these attributes perfectly. With the new identity, we wanted to not only focus on the practical element of “what” the company is doing, but also the “why” aspect of the Careem story and the new logo gives people reasons to believe in it,” added Sheikha.
Careem was established in 2012 by Magnus Olsson and Mudassir Sheikha, who wanted to create something meaningful that simplifies and improves people’s lives. In 2014, Careem reached new heights when Abdulla Elyas, a Saudi entrepreneur, joined the founding team after leaving Germany to play an impactful role in the positive transformation of the region.
5 minutes with... Janthana Kaenprakhamroy, CEO, Tapoly
Founder and CEO of award-winning insurtech firm Tapoly, Janthana Kaenprakhamroy heads up Europe’s first on-demand insurance platform for the gig economy, winning industry awards, innovating in the digital insurance space, and leading with inclusivity.
Here, Business Chief talks to Janthana about her leadership style and skills.
What do you do, in a nutshell?
I’m founder and CEO of Tapoly, a digital MGA providing a full stack of commercial lines insurance specifically for SMEs and freelancers, as well as a SaaS solution to connect insurers with their distribution partners. We build bespoke, end-to-end platforms encompassing the whole customer journey, but can also integrate our APIs within existing systems. We were proud to win Insurance Provider of the Year at the British Small Business Awards 2018 and receive silver in the Insurtech category at the Efma & Accenture Innovation in Insurance Awards 2019.
How would you describe your leadership style?
I try to be as inclusive a leader as possible. I’m committed to creating space for everyone to shine. Many of the roles at Tapoly are performed by women and I speak at industry events to encourage more people to get involved in insurance/insurtech. Similarly, I always try to maintain a growth mindset. I think it’s important to retain values to support learning and development, like reliability, working hard and punctuality.
What’s the best leadership advice you’ve received?
Build your network and seek advice. As a leader, you need smart people around you to help you grow your business. It’s not about personally being the best, but being able to find resources and get help where needed.
How do you see leadership changing in a COVID world?
I think the pandemic has proven the importance of inclusive leadership so that everyone feels supported and valued. It’s also shown the importance of being flexible as a leader. We’ve had to remain adaptable to continue delivering high levels of customer service. This flexibility has also been important when supporting employees as everyone has had individual pressures to deal with during this time. Leaders should continue to embed this flexibility within their organisations moving forward.
They say ‘from every crisis comes opportunity’, what opportunities do you see?
The past year has been challenging, but it has also proven the importance of digital transformation in insurance. When working from home was required, it was much harder for insurers to adjust who had not embedded technology within their operating processes because they did not have data stored in the cloud and it caused communication delays with concerned customers at a time when this communication should have been a priority, which ultimately impacts the level of customer satisfaction. This demonstrates the importance of what we are trying to achieve at Tapoly in driving digitalisation in insurance and making communication between insurers and distribution partners seamless.
What advice would you give to your younger self just starting out in the industry?
Start sooner, don’t be afraid to take (calculated) risks and make sure you raise enough money to get you through the initial seed stage.