YeneShufer - a driver-as-a-service platform

Brand Identity · UI/UX · Product Design

YeneShufer is a professional driver service that helps car owners take care of driving-related responsibilities, giving them more time for the things that matter. I worked with the team to turn this idea into a credible brand and launch-ready digital experience, covering brand strategy, visual identity, UX/UI design, and the customer, driver, and admin experiences.

The original vision, “To be the biggest in Africa,” focused on what the company wanted to become. I refined it to focus on the people and the transformation the brand exists to create: “To create a future where car ownership no longer competes with life.” This shift became the foundation for the brand's positioning, messaging, identity, and product experience.

The identity was built around time freedom, movement, and trust. The final logo combines the Y and S with a subtle bird in flight, representing freedom and forward movement, while a deep blue and teal palette brings together the trust, professionalism, and reliability the service needs to communicate.

The customer experience is designed to make booking a professional driver simple and convenient. A map sits at the center of the experience, giving customers an immediate view of locations and driver movement, while key actions such as Book a Driver are kept clear and accessible throughout the booking journey.

The admin dashboard brings the operational side of the service into one place. The team can manage bookings, drivers, customers, payout requests, and other platform activities through a centralized interface designed to make day-to-day operations easier to oversee.

To keep the identity consistent as YeneShufer grows, I developed brand guidelines covering the core visual elements and their usage. The guidelines give the team a practical reference for maintaining a consistent brand across different touchpoints and future applications.