About RAY

RAY is a suite of apps for new drivers, spread across several countries as separate products, so users didn't realize they belonged to one brand — and the company wanted to move traffic between them. Wave built not just a brand platform but a full brand architecture with several sub-brands, giving each its own platform and positioning, so the company clearly understood which audience and product each one served and what they all had in common. The mascot, Ray, is a cheetah — and also a beam of light, which is where the name comes from. Ray appears not only as a face but as his tail, which wriggles and became the key element of the identity: the same tail bends into a different logo for each product — a heart, a radio wave — depending on the app's function. Wave designed the social-media style, the app home screens, and the App Store and Google Play listings; the client handled motion afterwards. Over a year the suite grew from a few thousand to about 50,000 downloads a month — a multiple increase — and the identity helped the company get into, and win support from, a French accelerator.