How inDrive scales global brand assets at the speed of mobility with exactly.ai

inDrive is one of the fastest-growing peer-to-peer ride-hailing platforms, with more than 3000 employees and operations in over 40 countries. Founded on principles of choice and transparency, it has become a trusted mobility solution for millions of users across diverse markets.

As the company expanded globally, a critical challenge emerged: how to maintain a consistent asset identity across continents without slowing campaign delivery or overloading the central design team.

To solve this, inDrive adopted exactly.ai as part of its creative workflow. By training brand-aligned styles, the team built a system of private, on-brand assets that regional teams could generate and deploy independently. The result is a scalable creative pipeline that delivers speed, autonomy, and brand recognition worldwide.

The Challenge: Workflows need to flow at a working pace

inDrive’s rapid growth created an urgent demand for visual assets across product, marketing, and regional campaigns. The existing workflows could not keep pace.

Without a shared creative language, the brand identity began to drift. Teams across dozens of regions were producing content independently, increasing the risk of fragmentation. Campaigns required rapid turnarounds, yet traditional illustration processes took weeks. Scaling production without sacrificing brand quality was a pressing need. And, because regional teams depended on the central design team for approvals and direction, the centre became the bottleneck, slowing time to market. 

Without a scalable creative system, inDrive risked weakening both brand recognition and market agility.

The Solution: Centralised consistency, always on-brand

inDrive turned to exactly.ai to solve this challenge. The design team trained a private, brand-aligned style that captured inDrive’s unique visual DNA, ensuring every generated asset felt authentic and recognisable. Recurring elements, like characters or products, can be pinned, and final image assets can be exported at production quality.

They established clear brand rules to govern outputs and embedded the platform into their daily operations, making it easy for regional teams to create assets on demand. Instead of waiting for central approval, teams could produce consistent assets quickly and confidently.

The system transformed how inDrive approaches creative work: faster turnarounds, less operational strain, and a brand that feels unified across continents.

“exactly.ai gave us a way to keep our brand instantly recognisable while moving at the pace of our business. Regional teams now have the freedom to create quickly without drifting off-brand, and our global team is no longer caught in the middle of every request. We have gained both speed and clarity.”

— Alina Shadrina-Stepanova, Marketing Communications Manager, inDrive

The Results: One brand, many markets, fewer blockers

Adopting exactly.ai has already delivered measurable results. Campaigns that once stalled for lack of assets now move faster. Regional teams are empowered to deliver on-brand assets independently, while the global team has gained freedom from repetitive requests.

Early predicted metrics confirm the shift.

• Campaign-to-market turnaround time is tracking 30% faster.

• Brand consistency across regional departments have reduced time-to-approval time by 72%.

• Adoption spread beyond the core design function within the first quarter, with marketing and product teams generating assets at scale.

• Vendor costs have decreased by £40k, and the system continues to expand its ROI.

By adopting exactly.ai into their creative operations, inDrive built a scalable system that safeguards global identity, accelerates production, reduces operational strain, and frees up creative possibilities that were previously out of reach. For a mobility company, visual assets are central to building trust. A passenger in Mexico City and a driver in Jakarta should both recognise inDrive instantly, wherever they encounter the brand.