Launching a New Mobility Service to Expand Market Participation

Platform & Growth Context

Tirhal had established itself as one of Sudan's leading ride-hailing platforms and was pursuing an ambitious growth strategy to expand beyond its core offering through new service categories, geographic expansion, and additional customer segments.

One strategic opportunity was the introduction of a dedicated mobility service for women — creating a new customer segment while strengthening Tirhal's broader market position through a culturally relevant service offering.

Tirhal platform interface

Service ecosystem overview

The Strategic Challenge

Launching Nawaem required transforming a strategic market opportunity into a clearly positioned service offering. The challenge was not simply creating awareness, but defining a proposition that could expand Tirhal's customer base while maintaining trust in an established mobility brand.

Success depended on creating a proposition that balanced commercial objectives with cultural expectations, encouraging women to participate both as professional drivers and passengers while preserving the trust already established in the Tirhal brand.

Key challenges included:

• Positioning a new service without fragmenting the parent brand
• Building public confidence in a new mobility model
• Encouraging female participation as both drivers and passengers
• Framing privacy, safety, and professionalism as core service values
• Generating awareness quickly in a competitive market

The initiative required careful positioning because adoption depended not only on awareness, but on building confidence among multiple audiences: potential drivers, passengers, families, and the wider public.

My Role

Engaged as the product communications consultant for the Tirhal Nawaem initiative and publicly positioned as Executive Director of Tirhal Nawaem during the launch phase, I led the development of the service proposition, brand identity, communication strategy, and market introduction from concept to public rollout.

My role encompassed:

• Product positioning strategy
• Naming and brand development ("Nawaem")
• Brand identity and communication system
• Messaging architecture
• Launch communication strategy
• Recruitment communication
• Customer experience communication
• Communication standards across customer and operational touchpoints
• Sub-brand framework and market presentation strategy

Working closely with the founders, I translated a strategic business objective into a market-ready service with a distinct identity while maintaining alignment with the Tirhal brand.

Tirhal platform interface

Service ecosystem overview

Strategy & Execution

Product Positioning

• Positioned Nawaem as a differentiated mobility experience centered on privacy, comfort, and trust for women and their children while creating a new customer segment within Tirhal's broader mobility ecosystem.

Brand Development

• Created the name, visual identity, communication style, and brand assets for the new service.

Communication Strategy

• Developed messaging that encouraged participation without challenging prevailing cultural expectations, positioning the service as an additional mobility choice rather than a social statement.

Launch

• Developed and coordinated an integrated market launch across digital platforms, media engagement, outdoor promotion, and public activations, combining awareness-building with trust creation among drivers, passengers, families, and the wider community.

Logo and identity system

Color and visual language

Results & Market Adoption

The launch generated significant public attention and established Nawaem as one of Tirhal's most visible service initiatives, combining immediate market visibility with sustained operation within the platform ecosystem.

Early outcomes included:

• The service launched with active female drivers available from the first week, supported by coordinated digital, media, and public-facing activation.
• Approximately 200 women registered as drivers during the first month.
• The service achieved immediate passenger adoption following launch.
• Extensive coverage across television, newspapers, and digital media.
• Significant engagement through Tirhal's existing digital channels, positioning the launch as a widely discussed mobility initiative within the community.
• Generated broader discussion around mobility options, privacy considerations, and women's participation in the transport sector.
• Continued operation as a permanent service option within the Tirhal platform.

Tirhal platform interface

Service ecosystem overview

This is excellent evidence because it demonstrates adoption.

Strategic Impact

The initiative expanded Tirhal's addressable market while strengthening the company's position as an innovative mobility platform capable of responding to evolving customer needs.

Beyond launching a new service, the project demonstrated how communication strategy, product positioning, and cultural understanding can support market adoption and enable business growth.

Strategically, Nawaem strengthened Tirhal's ability to serve a previously underdeveloped customer segment while demonstrating the company's capacity to create culturally relevant mobility solutions. The initiative also contributed to broader market discussion around privacy-oriented mobility options and women's participation in transportation services.

Campaign visuals

Social media engagement

App integration

Takeaway

This engagement demonstrates my ability to translate strategic business objectives into market-ready offerings - aligning product positioning, brand development, communication strategy, and launch execution to create new opportunities for growth while navigating culturally complex environments.