Safr
creating a World-Class Brand
WHAT: Complete brand identity suite including logo, iconography, photography, and website. Brand voice guidelines including audience personas and value propositions.
OBJECTIVES: Create a memorable and unique brand identity. Develop value propositions for target audience and establish positioning and messaging.
OUTCOMES: Complete visual style guide, brand assets, website, and app.
Creating a World-Class Brand:
The Icon
A simple shape. Uniquely our own. Universally recognizable, and versatile in its application. It could be read as a signal, a beacon, or a geo tag marker.
But we saw it as a parachute. A tool that denotes safety and support without being tied to gender, race, age, geographic location, or more specifically, ridesharing.
.
Creating a World-Class Brand:
The Logo
Youthful, spirited, and modern. The logotype took an illustrative approach to typography. The characters reflect simple roads or driving maneuvers.
The closeness of the letters speaks to the close knit community we were building. The icon replaced the accent while still calling attention to the pronunciation of the “a”.
Creating a World-Class Brand:
Voice, Positioning & Messaging
VOICE: intelligent, fun, strong, and outspoken. Unlike it’s competitors, Safr is very human—not techy—down-to-earth and relatable. The brand stands for women’s safety and empowerment, it is NOT a man-hater.
MESSAGING GUIDELINES: Amplify brand values and create a strong reputation for standing for women’s safety, rights, and equality. Welcoming all to the table to solve safety and inclusion issues within the current ridesharing model.
POSITIONING STATEMENT
For women seeking safer transportation, Safr provides a rideshare service focused on the empowerment of women through choice, job creation, and financial security.
TARGET AUDIENCE & PERSONAS
College Student
Young Professional
Working Mom
VALUE PROPOSITION
Safety: Unique safety features designed for, and by women.
Empowerment: Improving the lives of women through safe transportation, job creation, and financial security.
Community: Elevating communities through choice and connectedness.
GTM & AWARENESS: “introducing safr” MBTA LAUNCH CAMPAIGN
WHAT: In March of 2017 Safr launched in Boston with a multi-channel, 2-phase GTM activation plan including outdoor (OOH/DOOH) and online advertising, public relations, social media, street teams, and community building.
OBJECTIVES: Introduce Safr to the public using intrigue and humor. Gain the attention of the press, riders, and drivers .
OUTCOMES: Earned over 30 local and national media stories, and generated 17,000 rider app installs, 10,000 rider registrations, 3,600 driver applications, 200 approved drivers in less than 4 months.
Ads also ran simultaneously across Facebook, targeting both rider and driver segments.
GTM & AWARENESS: Phase 2 “i am safr” street campaign
As Safr gained traction, we began to introduce the more human- and community-focused elements of the brand featuring actual drivers.
Ads ran for six weeks on JC Decaux street pillars in targeted neighborhoods across the city. Drivers were encourage to take a picture of themselves with their ad and post across social media.
GTM & AWARENESS: Public Relations
CHANGING THE NARRATIVE: With the help of seasoned PR firm, Solomon & McCown, we pro actively set out to change the narrative from one of questions about gender discrimination, to the very real need (and the marketplace’s desire) for an all-female service.
Over 30 stories appeared online, in print, on radio, and TV including: Ms. Magazine, Refinery 29, Curbed, Elite Daily, Bloomberg Radio, NPR, WBUR, NBC Boston, CBS Boston, Metro, Chronicle, and WCVB’s Cityline.
CUSTOMER ACQUISITION: Building a Dual-Sided Marketplace
WHAT: Digital acquisition strategy focused on a 4:1 ratio of riders to drivers. Plan included Facebook advertising, social media, and events.
OBJECTIVES: Acquire net-new riders and drivers.
OUTCOMES: 17,000 rider app installs 3,600 driver applications.
CUSTOMER ACQUISITION: RiderS
PROVOCATIVE MESSAGING: Crafted to be edgy, humorous, memorable, and action-oriented.
RIDER CAC: $1.50 cost/install and $2.27 cost/registration.
CUSTOMER ACQUISITION: DRIVERS
COMMUNITY BUILDING: Ads were amplified by our growing driver community who were incentivized to shared on their own pages by our referral program.
DRIVER CAC: $9 cost/install and $68 cost/application