Ersello: When Communication Design Solves Everyday Friction
Ersello by Arbaaa is a visual communication tool that simplifies deliveries by replacing explanations with maps, photos, and clear guidance.
At Arbaaa, we have always believed that most business and lifestyle problems are not rooted in technology shortages; they are rooted in communication gaps.
From brand strategy to public relations, from storytelling to media positioning, our work has consistently focused on one core question:
Where does communication break down, and how do we redesign it?
Ersello is a direct outcome of this philosophy.
The Everyday Problem No One Talks About
Living in Riyadh—whether in an apartment or a residential compound—comes with a familiar routine. You order food, groceries, or a delivery. You send your location. Everything should work.
Yet, it often doesn’t.
The issue is rarely inaccurate maps. Google Maps is precise. The real challenge is human:
- Language barriers between residents and delivery drivers
- Repeated phone calls
- Voice notes and explanations that don’t translate
- Confusion around gates, entrances, buildings, and security points
This friction is small—but constant. And when repeated daily, it becomes noise.
At Arbaaa, we recognized this not as a logistics problem, but as a communication design failure.
From Strategic Communication to Micro-Moments
Arbaaa operates at multiple levels of communication:
- Strategic narratives for brands and institutions
- Public-facing messaging and media positioning
- Internal alignment and stakeholder clarity
- Everyday touchpoints where misunderstanding creates friction
Ersello was built to address the last level—micro-moments of communication that affect daily life.
Because if communication fails in small moments, it inevitably fails at scale.
What Is Ersello?
Ersello (ارسلّو) is a visual communication solution for deliveries.
Instead of explaining directions repeatedly, users create one simple link that includes:
- A Google Maps location
- Clear photos showing entrances, gates, or landmarks
- Short written notes to guide access
This link can be shared via WhatsApp or any messaging platform.
No calls.
No back-and-forth.
No shared language required.
Ersello replaces verbal explanation with visual clarity—a language everyone understands.
Why Ersello Is an Arbaaa Product
Ersello is not a standalone idea. It is a natural extension of Arbaaa’s core belief:
Communication is not about saying more. It is about designing clarity.
Just as Arbaaa helps organizations communicate clearly with markets, stakeholders, and the public, Ersello applies the same thinking to a very human, very daily problem.
It is communication strategy—applied at street level.
Communication at Every Level
At Arbaaa, we solve communication challenges across layers:
- Macro: Brand narratives, positioning, public perception
- Meso: Campaigns, platforms, audience engagement
- Micro: Daily interactions where misunderstanding costs time, trust, and energy
Ersello sits at the micro level—but its impact is deeply strategic.
Because when communication works smoothly in everyday life, people notice. They trust. They relax. They move faster.
Designed for Cities Like Riyadh
Riyadh is dynamic, multicultural, and fast-moving. It brings together people from dozens of languages and backgrounds who operate within shared urban spaces.
Ersello is designed for this reality.
It does not require training. It does not assume a shared language. It does not demand behaviour change.
It simply removes friction.
A Small Tool with a Clear Philosophy
Ersello proves a simple truth:
The most effective communication solutions are often quiet.
They do not interrupt.
They do not explain themselves loudly.
They just work.
This is how Arbaaa approaches communication—whether through national narratives or a single delivery link.
What’s Next
Ersello is only one example of how Arbaaa translates communication thinking into practical products.
As cities grow more complex and audiences more diverse, communication will not become louder, it will need to become clearer.
At every level.
That is what we build at Arbaaa.
🔗 Learn more about Ersello: https://www.ersello.com
