Client · 2026
A mark, a Meta campaign and a website — for a product that has to be believed before it can be bought.
Logo, Meta ad campaign and website
01 · The mark
The name is the search.
The brand is the exact phrase a person types after the letter arrives. Name, address and promise are one line — nothing to remember, nothing to look up twice.
The mark adds the part a URL cannot say: a car on a road that bends and keeps going. Navy, the colour of banks and authorities, because the first thing this brand has to do is not look like a shortcut.
Drawn in Illustrator.
One lockup, reversed for the navy, and a mark that still reads as a car on a road when it is twenty pixels wide in the corner of a sponsored post.
- Road navy#04234AThe mark, the panels, every button
- Night#000918The trust wave’s ground
- Steel#627A94The lanes, the .com
- Haze#98B8D8The second line of a headline
- Sky#B4E0F9The call to action on dark
Paid social for a product people search for at two in the morning and tell nobody about.
Somebody has lost their driving licence. The road back in Germany is the MPU — a year or two of abstinence records, preparation and an assessment many fail. fahren-ohne-mpu.com offers a second route, through a regular licence issued in Dubai.
The people it is for arrive sceptical, ashamed and half-expecting a scam. So the campaign does not shout. It answers — one doubt per ad, in the order the doubts come.
02 · The campaign
Every ad answers one question.
Nobody books a call about their licence on the first ad. They have a list of doubts and they work through it, usually alone, usually at night. The campaign is that list, in order — scroll through it the way a feed would serve it.
01 / 11 · Notice
„Gibt es einen anderen Weg?“
Is there another way?
Yes — and four facts in a card say what it involves before anything is asked.
fahren-ohne-mpu.comSponsored
Jetzt Beratung anfragen02 / 11 · Notice
„Wie lange dauert das?“
How long does it take?
Two to three weeks, set at the size of a headline, because the alternative is measured in years.
fahren-ohne-mpu.comSponsored
Mehr erfahren03 / 11 · Notice
„Warum ausgerechnet Dubai?“
Why Dubai, of all places?
Three reasons in three panels: a real residence status, the authority itself, one person throughout.
fahren-ohne-mpu.comSponsored
Mehr erfahren04 / 11 · Doubt
„Ist das überhaupt legal?“
Is this even legal?
The question is quoted in the reader’s own words, then answered — with the conditions in the headline, not the small print.
fahren-ohne-mpu.comSponsored
So funktioniert es05 / 11 · Doubt
„Was ist anders als bei der MPU?“
How is it different from the MPU?
Both routes side by side, and the one they know starts with the number they dread.
fahren-ohne-mpu.comSponsored
Welcher Weg passt zu dir?06 / 11 · Proof
„Wie lange muss ich dort sein?“
How long do I have to be there?
Seven to ten days, broken into five numbered steps someone could plan leave around.
fahren-ohne-mpu.comSponsored
Ablauf ansehen07 / 11 · Proof
„Wer stellt den Führerschein aus?“
Who actually issues the licence?
The authority, by name, with its building in the frame.
fahren-ohne-mpu.comSponsored
Mehr über den Ablauf08 / 11 · Proof
„Wer steckt dahinter?“
Who is behind this?
Fourteen people and four jobs, because the fear is that there is nobody.
fahren-ohne-mpu.comSponsored
So arbeiten wir09 / 11 · Proof
„Was kostet das — wirklich?“
What does it really cost?
One price, in full, and every line it covers underneath it.
fahren-ohne-mpu.comSponsored
Preise & Leistungen10 / 11 · Proof
„Und wenn es schiefgeht?“
And if it goes wrong?
The promise is in the contract, and the contract comes before the first payment.
fahren-ohne-mpu.comSponsored
Garantie ansehen11 / 11 · Ask
„Passt das zu meinem Fall?“
Does it fit my case?
Only now is anything asked of them — and the checklist lets the ones it cannot help say no first.
fahren-ohne-mpu.comSponsored
Kostenlosen Fall-Check starten
03 · Two waves
Wave one asks. Wave two proves.
Two series on one frame. The first stands on the skyline and settles what and why. The second moves indoors, to the desk, the contract and the seal, and settles whether this company can be trusted with it.
04 · Formats
One message, two shapes.
Every ad was built twice, for the feed and for stories. The story is not the square stretched: the headline takes the top third, the facts stack into a column, the button drops to where a thumb already is.
Neue Mobilität
2–3 Wochen
Warum Dubai?
Legal?
Welcher Weg?
Vor Ort
RTA
14 Menschen
Festpreis
Vertrag
Zusage
Dein Fall
05 · The edit
Same frame. Sharper line.
Most of wave one exists twice. Put side by side, every change is the same move — a general reassurance swapped for a fact somebody could check.
01The comparison
Welcher Weg passt zu dir?
12–24 Monate oder ein anderer Weg?
The question stops being abstract. It opens on the number the reader already dreads, and the left column becomes the real MPU steps instead of adjectives about them.
02The legal question
Ja – wenn die Voraussetzungen erfüllt sind.
Ja – aber es gibt wichtige Voraussetzungen.
The condition moves from a hedge into the answer itself. An honest “but” in the headline buys more trust than a clean yes.
03Why Dubai
Behördlicher Prozess
Direkt von der Behörde — Roads and Transport Authority
“An official process” could be anybody’s. Naming the authority that issues the licence is something a reader can look up.
04The self-check
Individuelle Fallprüfung
Deutsche Fahrerlaubnis verloren · Sperrfrist abgelaufen · Klasse B
The list stops describing the service and starts describing the customer. Anyone still in a ban reads the second line and rules themselves out, before a call is booked.
05Two to three weeks
Anreise & Aufenthalt
Begleitung aus Deutschland
The first step no longer begins with a flight. It begins where the reader is sitting, which is the only step they can take tonight.
06 · The landing
Every ad lands on the rest of the answer.
The site carries the argument the ads start, in the same order and the same voice: the questions answered at length, the price set against what the MPU route costs, the guarantee as a clause rather than a badge, and a guide section for the people who are not ready yet.
The whole argument, once.
Problem, second route, five steps, who it is and is not for, the EU comparison, the team, reviews, the price, the guarantee, the questions — the ladder from the ads, told at length.
One price, set against the other one.
The fixed price line by line, beside what the MPU route costs over the same months — so the comparison the reader is making in their head is made for them, on the page.
A clause, not a badge.
What is owed, what happens if it is not delivered, and when. Written to be read before signing, and checked by the reader’s own lawyer if they want.
Somebody is behind it.
Names, faces and jobs, because the fear in this category is that there is nobody.
The ads’ questions, answered in full.
The same doubts the campaign raises one at a time, answered without a sales voice — including the ones where the answer is no.
For the ones who are not ready.
Long-form guides on the MPU, its costs, abstinence records and licences from Poland — the searches people make months before they are ready to book.
- Designed in
- Adobe XD, screen by screen
- Built with
- Claude Code
- Typeface
- Plus Jakarta Sans, self-hosted
- Consent first
- Google consent mode defaults to denied; the Meta pixel loads only after consent
- Measured
- Meta Pixel and Google Ads conversion tag, behind consent
- Search
- FAQ structured data and six long-form guides
- Contact
- Booking, WhatsApp, a free case check
- Hosting
- Netlify
The brief.
The brief was a new brand, from nothing, for a service with a trust problem built in. Everyone who needs it has lost something they are embarrassed about, has been warned about grey-market licences, and has seen the cheap offers from Poland and the Czech Republic go wrong for people they know. The first job was not to be noticed. It was to not look like the thing they have been warned about.
So the name is the search. fahren-ohne-mpu.com is the literal phrase a person types after the letter arrives, set as a domain, so the brand, the address and the promise are one line and nothing has to be remembered. The mark gives it the one thing a URL cannot: a car on a road that bends and keeps going, drawn in a navy that belongs to banks and authorities rather than to ad networks.
The campaign runs on Meta, in feed and in story, and every ad is built on the same frame: the mark top left or top right, a condensed headline that asks or states one thing, a navy panel of facts, one button. The frame stays put so that the thing that changes is the answer. Somebody who sees six of them in a week sees one company answering six questions, not six ads.
It runs in two waves. The first stands on the Dubai skyline and deals with what and why: how long, why Dubai, whether it is legal, how it differs from the MPU. The second moves indoors, to a desk, a contract and a wax seal, and deals with whether this company in particular can be trusted: a fixed price itemised line by line, a contract before any payment, fourteen named people, the authority that issues the licence.
Most of wave one exists twice. Laid side by side the edit is always the same move: a general reassurance replaced by a specific, checkable fact. “Ein internationaler Standort” becomes the name of the authority. “Welcher Weg passt zu dir?” becomes “12–24 Monate oder ein anderer Weg?” — the number the reader already dreads, put first. The self-check stops listing virtues and starts listing the actual criteria, so the people it cannot help rule themselves out before anyone spends a call on them.
Every ad lands on a site built to carry the same argument further: the questions from the ads, answered at length, in the same order; the price table set against what the MPU route costs; the guarantee as a contract clause, not a badge; a guide section for the people who are not ready yet. Tracking waits for consent — Google’s consent mode defaults to denied and the Meta pixel does not load until someone agrees — because a site that asks to be trusted with this should not start by taking data.
Logo, Meta ad campaign (feed and story) and website: Ameer Al-Ayyash, for Global Network FZCO, Dubai.
A service nobody admits to needing, sold to people who have every reason to distrust it. The mark, a paid Meta campaign in feed and story, and the site it lands on — built as one argument, one objection at a time.
- Client
- Global Network FZCO, Dubai
- Role
- Logo, Meta ad campaign and website
- Year
- 2026
- Disciplines
- Logo design, Paid social, Campaign design, Copy structure, Web design, Front-end development
- Tools
- Illustrator, Photoshop, Adobe Firefly, Adobe XD, Claude Code, Netlify
Next project
Setup Global
Designed in XD, then written