Uber. Brand Evolution

The last time Uber had rebranded was in 2019, since then the world as we knew it had changed. Uber’s lines of business has shifted and consequently the way in which people used the platform. In the wake of the advent of covid, our delivery line of business had exploded. This design evolution was done in partnership with the creative agency Jones Knowles Ritchie and my very talented brand team. I sought to evolve to a more human centric brand, maintaining distinct recognizability, while unlocking creative expression through color. I led art direction on product, color, and out of home, along with working on the guidelines and templates. Whether in photography, illustration, or type and layout, movement and reimagination were instilled into the core to every piece of communication.