UBER DRIVER & COURIER PLATFORM

Rewriting the brief

The original ask was straightforward. Apply new colors, refresh the look. I saw something bigger.

Rather than execute a cosmetic update, I proposed a complete reimagining of the program, its purpose, its voice, and its relationship with the people it was built for.

My paradigm shift was rooted in a simple but powerful idea: that drivers and couriers deserved to be treated not as a resource, but as the main characters in their own story.

The Outcome

An identity system that was built on the core Uber identity, yet extended to reflect their experience.

This project would define how the complete family of Uber sub brands would be designed.

Shifting the perspectives

A split image comparing an older style of a worker riding in a car to a newer style with a woman standing outside, holding the car door. The left side shows a man in a leather jacket inside a car, with the text 'Old Approach.' The right side shows a woman in a leather jacket outside, with the text 'New Approach' and 'The main character.'
A split image with the left side showing a close-up of a green Uber sign with some lights in the background. The right side features a middle-aged man sitting on stairs outside a building, smiling with a black and white cat nearby. Overlaid text reads: 'Uber the beginning, the origin / the source' on the left, and 'Them the result, their impact / their lives' on the right.
Two women in an outdoor park during fall, one in a black jacket and the other in a taekwondo uniform, smiling and walking together.

WORK THAT FACILITATES REAL LIFE

LIMITED UBER BRAND ELEMENTS Created ARBITRARY ADDITIONS

Collection of slides and graphics from an Uber presentation, showcasing brand elements, design chaos, variations in advertising, and diverse marketing materials for Uber in different regions.
A poster explaining Uber's branding and service concept. Left side features a black, white, and blue color scheme with graphics illustrating Uber's core geometry, system recognition, and character photography. Right side has photos of people using Uber services, such as a woman biking with an Uber Eats bag, a woman unlocking a car, and a group of people chatting, emphasizing multi-faceted, full-life gig work.

Visual system expansion

Billboard advertisement featuring two individuals, one woman with short curly hair and a leather jacket standing by a car, and a man on a bicycle wearing a helmet and backpack. The billboard displays the Uber logo and text promoting freedom and options for mobility, including phrases like "For all the places you go," "More options," "More freedom," "You move everything," "Your life, your way," and "Uber." The billboard has a background of a cityscape with some buildings and a tower, and an airplane flying in the sky.
Two digital billboard advertisements for Uber in an urban setting. The left billboard features a promotional message about earning up to $800 cash out anytime, with a photo of a smiling woman. The right billboard shows a smiling man holding a coffee cup, with the message "Make moves your way."

A real platform with a coherent identity

Home