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Hala enters Dubai's taxi market
BRAND AWARENESS, BRANDING, BRAND GUIDELINES | CLIENT: HALA
The timeline to complete this project was undefined, however the formation of the basic brand guidelines were completed within one month. An extensive set of guidelines was worked on 2 years later regarding the newer branding coming to market. This included animated graphic elements, patterns, video footage, imagery, tone of voice, icons and an updated color palette.
The project scope was to create a basic brand guideline that could be presented to future designers or vendors for all future design and marketing requirements. This was a collaboration between the marketing and operations teams within Hala and the branding agency.
Being part of the marketing team, I was briefed by the Head of Design to collate the basic brand strategy and guidelines, along with elements we had A/B tested which had since been incorporated into the guidelines. Internally, the marketing team tweaked the brand strategy and transformed the brand identity to have a complete design system.
Hala is an e-hail transportation company based in Dubai, United Arab Emirates. The service is available only on the Careem App, a proprietary app of Careem Networks FZ-LLC, a subsidiary of Uber.
