Careem is to launch Right Click – a new brand leveraging its technology to do good at scale.
Launching on the first day of Ramadan, it will invite customers to discover more ways in which they can connect with the community, bringing them closer to meaningful causes, and offering up simple ways to donate and change lives.
“Crucially, the platform will raise the bar on transparency, not just with a greater upfront detail on how contributions will correlate to on-ground impact, but also reporting on how donations have made a difference over time,” Tom Sword, Senior Director of Brand at Careem said.
The new Right Click brand was developed by its in-house agency, The Creative Studio. “The name is designed to symbolise the literal call to take a physical action – a first step of discovery to unlock an idea,” Sword added.
Platform for purpose
As a local brand, the first day of Ramadan holds unparalleled importance for Careem. “Right Click will unite an evolved donations feature with the usual opportunities to do good across our services, embracing the philosophy of the everything app, to offer a holistic opportunity for change”.
“I have always believed that a good portion of Careem’s magic potion has come from a heritage of doing good. Stepping way beyond the scope of a ride hailing app / super app / everything app, or whatever we call ourselves next. Actually doing good.”
The examples he gave include blood drives, relief funds, support for refugees and free rides away from fires.
The visual language of Right click is built on a concept of ‘pixels for purpose’, bringing a modern interpretation of pixels as building blocks for action.
The pixel language crosses both the logo, with pixels dotting the i’s, and the overall visual system, with pixels forming the icons of the brand pillars, as well as a grid system where they highlight opportunity for action.
