Roo Rides
Roorides brought the first on-demand rideshare service to Esperance, built by a local team on the global e-Cabs platform. Launching without a brand meant no recognition and no trust from day one, and unlike most rideshare brands that try to seem bigger than they are, Roorides needed to feel unmistakably local, community-owned, and trusted from the first ride.
Industry
Rideshare
Expertise
Brand Strategy
The Problem
No on-demand transport option existed in Esperance. A local team had built the platform but had no brand, and the brief came with a strategic tension no other rideshare brand had faced.
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No Reliable Transport
Esperance had no on-demand rideshare service. Roorides was built to solve that, but launching without a brand meant no one would trust or recognise it from day one.
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Built on a Global Platform
Roorides runs on the e-Cabs international platform. The brand needed to sit credibly alongside a global tech partner inside the app while still feeling distinctly local.
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Multi-Surface Brief
The brand had to work simultaneously across vehicle livery, bar posters, app interfaces, and phone screens. Most brands are designed for one or two surfaces at launch.
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The Opposite of Every Rideshare
Most rideshare brands try to sound bigger than they are. Roorides needed to do the opposite: feel local, community-owned, and trusted from day one.
The Solution
A kangaroo mark built on contour lines that reads as a map, a fingerprint, or a navigation symbol: local identity and on-demand reliability expressed in a single mark.
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Phase 1: Brandmark
Adaptable kangaroo logo using thick lines, bold colour, and compact rounded form. Contour lines reinforce reliable on-demand transport. Designed for app, livery, and print.
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Phase 2: Brand System
Full brand language documented: tone of voice, logo suite, typography, colour palette, photography style. Aligned with e-Cabs international standards.
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Phase 3: Launch Campaign
Series of out-of-home posters for local bars, sports clubs, and community venues across Esperance. Vibrant, witty, and empathetic in tone.
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Brand Guidelines
Full brand guidelines document produced for consistent future use across all channels, platforms, and partners.
The Implementation
A Brandmark Built to Travel
Designed an adaptable kangaroo mark whose contour lines read as a map or fingerprint, working across app, vehicle livery, and print from the first sketch.
Local, But Credible
Built a bold, down-to-earth brand system that feels proudly local on a poster yet sits credibly beside the global e-Cabs platform inside the app.
A Launch That Landed
An out-of-home campaign across Esperance carried the launch, and Roorides opened in the App Store with a 5-star rating and 73 community reviews.
The Outcome
Roorides launched on the Apple App Store with a 5-star rating and 73 community reviews. You cannot achieve that unless the community connects with the brand at first impression.
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5-Star App Store Launch
Roorides launched with a 5-star rating on the Apple App Store. This outcome requires community trust before the first ride is taken.
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73 Community Reviews
73 reviews from the Esperance community at launch. Not a sample: a signal that the brand earned recognition and trust before anyone opened the app.
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Out-of-Home Live
Posters placed across Esperance community venues at launch. The brand visible in the physical community before, during, and after the app went live.
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Local and Global
The brand sits credibly alongside the e-Cabs international platform inside the app while feeling distinctly owned by Esperance. The strategic tension resolved.
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Ready for Scale
With a complete brand system and guidelines in place, Roorides has a single source of truth to grow on as it adds vehicles, collateral, and reach across the Esperance community.
Roo Rides
The Roorides Team
Roorides, Esperance
We launched into the App Store with a 5-star rating and 73 reviews from our community.
That does not happen unless people connect with the brand from the very first impression. Couldn't recommend them more highly.
