Consumer TechnologyApp DevelopmentSocial Media

MyDriveHero

A rebrand from KSafe to MyDriveHero, with a research-led app redesign and a launch strategy that carried existing users over instead of starting the audience again.

ClientMy Drive Hero

SectorConsumer Technology

EngagementStrategic Delivery

CapabilitiesApp Development · Social Media

The Challenge

Reposition the brand, keep the users

MyDriveHero encourages safer driving through real-time alerts and personalised feedback, with educational resources and interactive challenges built to turn drivers into advocates for safer roads. It reached that position as a repositioning of an earlier app, KSafe.

The brief covered both the rebrand and the market repositioning that had to follow it. A new name only works if the product feels like it deserves one and the people already using the old one come along. That meant the redesign and the launch had to be planned as a single move, not a rebrand followed later by a marketing push.

A rename from KSafe risked losing the user base already built.

The interface didn't match the new brand or the safety mission.

No credible third-party endorsement in place to anchor the new positioning.

What We Did

Redesign and relaunch, together

A redesign tested with the people using it. We started with the UI/UX redesign, building an intuitive interface aligned to the new brand, then put it in front of users. Research and testing confirmed the design landed with the target audience before the launch spend went anywhere near it.

We ran the launch strategy alongside the redesign: migrating the social media presence, engaging existing users through the name change, and securing a partnership with National Road Safety Week to give the new brand third-party credibility. Targeted advertising and ongoing social management carried it from there.

Digital Products & Platforms