Moe Magdy — Creative Director and Art Director, Dubai, United Arab Emirates

• Trust

  A ride-hailing app asks a stranger to get into a car. That is a question of trust before it is a question of price, and a brand that looks improvised does not earn it.

• Price

  Without a brand, the only lever left is 0% commission and discounts. That is a race to the bottom against Uber, Careem, inDrive, Bolt and DiDi, who have deeper pockets.

• Growth

  Nothing in the feed would travel beyond Cairo. The plan to go global needs a brand that can.

Each layer stands on the one below it. Skip one and the layer above it wobbles. That is why the plan runs in this order, and why the foundation is paid once.

If everything lands on time, March becomes extra content. If anything slips, March absorbs it and the launch date does not move.

Delivered as a written report and a walkthrough call. Everything after it is built on it.

1. Car branding

   Window sticker, dashboard card and the captain’s ID, so a rider recognises the car before the number plate.

2. Captain kit

   Onboarding guide, welcome message, earnings statement and support templates.

3. Rider communications

   Push notifications, receipts, emails and the in-app messages people actually read.

4. App store presence

   Icon, screenshots, preview video and listing copy in both languages.

5. Corporate

   Pitch deck template, letterhead, business cards and an email signature.

6. Social templates

   Post, carousel, story and reel templates the team can use without a designer.

1. Audit

   We go through both apps as a rider and as a captain and list what is confusing, slow or broken, with a priority for each.

2. Redesign

   Every screen and flow redesigned in the new identity: the journeys, colour, type, icons, components, empty states, maps and dark mode.

3. Handover

   Figma files with a component library, so the developers build from a system instead of from screenshots.

4. New features, as an extra

   Features the apps do not have today are scoped and quoted after the audit.

We have not seen the apps yet. The redesign is priced on the apps as they are today. New features are a separate quote.

1. One site, two languages

   Arabic and English, set together, on raico’s own domain, designed and built by us.

2. For riders

   What Raico is, how it works, where it operates, and the app download in two taps.

3. For captains

   Earnings, requirements and sign-up, so recruitment has a home outside the app stores.

4. Support and trust

   Help, safety, pricing and the policies a rider checks before the first ride.

5. Press and company

   About, news and a press kit, so the launch has somewhere to send journalists.

6. Built to grow

   A page per city when Raico opens one, and the base for every campaign landing page.

1. What we make

   The launch video, product videos, 15 and 6 second ads, captain recruitment videos, explainers and campaign stills.

2. How

   Concept and script by us. Characters, cars and the streets of Cairo generated and directed to the brand. Voice-over in Egyptian Arabic. Edit, music and sound by us.

3. Why

   A campaign in days instead of weeks. No crew, location or talent fees. One concept, ten versions, in every format.

4. Where a real face matters

   Belal and real captains appear in the content that needs a real person. Generated and real sit in one campaign without the seams showing.

A campaign claims only what the operation actually does. Each idea goes live in the advertising after it goes live in the service.

1. The launch idea

   A campaign concept built from the strategy: the line, the look and the story.

2. Brand video

   The launch video, generated and directed, with cutdowns for reels, stories and pre-roll.

3. Captain recruitment

   A campaign of its own, because a launch with no cars is a launch nobody remembers.

4. Rider launch

   The first-ride offer, the referral mechanic, and the content that explains them.

5. Digital first

   No outdoor or broadcast in the first two quarters. The launch runs on social, search, the app stores and the site, where every pound is measured.

6. Content bank

   The first thirty days of posts, stories and reels, made and approved before launch.

Reported views are account-level totals, validated against account analytics. They are not guaranteed campaign views or unique reach.

1. Growth

   App installs, rider sign-ups and captain sign-ups, and the cost of each.

2. Use

   First rides, repeat rides, and the gap between them.

3. Brand

   Followers, reach, engagement, and share of voice against the five competitors.

4. Campaigns

   What each campaign cost and what it brought in, so the next one is better.

• The research starts at no charge: a summary and a first call, to check whether we can help. The full report comes with the strategy.
• Paid in three parts: on signing, on brand approval, on handover.
• The launch campaign is produced on the Growth tier, which begins in April.
• New app features, media spend, creator fees, printing, domains and hosting are quoted or billed at cost.

• Each piece is made in Arabic, English or both, as agreed with you and as the audience needs. Not every deliverable comes in two copies.
• Creator fees, media spend and production outside the studio are billed at cost.
• A new city or country means adapting the brand, the site and the content to it, quoted per market.

1. One point of contact

   You talk to Moe for everything visual, and Belal for social, press and communications. No account managers in between.

2. A weekly call

   Thirty minutes, every week, with what was done and what is next.

3. Approvals in order

   Research, then strategy, then identity, then product, then campaigns. Nothing is designed before the thing it stands on is approved.

4. Two rounds

   Each deliverable gets two rounds of changes. More is possible, and billed by the day.

5. Everything editable

   Files are handed over in formats your team can use. Nothing is held back.

6. Arabic, English or both

   Decided per piece, with you, by who it is for. When something is in both, each language is set properly, not translated from the other.

1. 1

   Read this

   And send your questions, however small.

2. 2

   A call

   To walk through it together and answer them.

3. 3

   Agree

   The scope, the tier and the numbers.

4. 4

   Sign

   And we start on 1 December.