MyDriveHero is a rewards-based driving app designed to help users earn, save, and win through safer driving habits. Formerly known as K-Safe, the brand operated in a traditionally dry and functional category. Its ambition was to disrupt expectations by creating a more engaging, motivating, and personality-led experience within the mobility and insurance-adjacent space.

The client approached us to elevate their brand and app experience. Our strategy focused on rebranding to create a cohesive, engaging identity that supports gamification and aligns across all aspects. This included defining a playful, ‘joshing’ tone of voice, visual language, and messaging framework that reflects the app’s mission of rewarding safe driving while appealing to a broad, tech-savvy audience.

The MyDriveHero app has been successfully launched across all major platforms, including iOS and Android, making it widely accessible to users. Available for download on the App Store and Google Play, the app brings the full gamified driving experience to mobile devices, allowing users to earn rewards, track achievements, and engage with the brand anytime, anywhere.

The strategy centred on embedding gamification throughout the MyDriveHero experience, ensuring every aspect of the app motivated and rewarded safe driving. This approach influenced both copy and visuals, with messaging, slogans, and in-app language reinforcing progress and rewards. Digital and marketing assets mirrored this playful, interactive style, creating a consistent experience that encourages participation and loyalty.

The logo features a bold ‘Superhero’ mark that also evokes a car badge, creating an iconic and instantly recognisable symbol. It balances strength and playfulness, reflecting the app’s gamified approach to safe driving. The broader brand identity uses a vibrant colour palette, dynamic typography, and a system of fun, flexible icons, all designed to be engaging, cohesive, and scalable across digital and physical touchpoints.

The brand’s gamification style was brought to life across digital ads through 3D elements inspired directly by the app design. These immersive visuals highlighted achievements, rewards, and progress, creating a sense of play and interactivity. By translating in-app experiences into striking digital content, the ads reinforced engagement, motivated safe driving, and amplified the fun, heroic spirit of the MyDriveHero brand.

We crafted an immersive brand universe that blurs the line between app experience and everyday life, anchoring every touchpoint in the playful, reward‑driven ethos of MyDriveHero. By translating core app mechanics, like earning for safe kilometres and winning rewards, into visual storytelling and interactive elements, we reinforced a consistent sense of achievement and community across digital channels.

MyDriveHero strengthened its brand presence by partnering with Melbourne Storm and Suzuki as sponsors, aligning safe driving with high-profile, community-driven initiatives. These collaborations amplified engagement, increased brand visibility, and reinforced the app’s message that safe driving is rewarding both on and off the road.

Working with Rivyl, MyDriveHero achieved a cohesive, personality-driven brand that cohesively connects the app, digital campaigns, and partnerships. The collaboration delivered a gamified, engaging user experience, and strengthened brand recognition by establishing a clear, scalable system for future growth. Internal teams gained alignment on messaging and design, while users experienced a more fun, motivating way to drive safely and earn rewards.