Uber
Supported Uber's global brand refresh by helping translate the new visual identity into real, scalable design applications across rider communications and driver-facing mobile experiences. Focused on adapting the evolving brand system to the varied operational needs across the globe.
Impact
From 2015-2016 I worked on the Uber communications team for drivers and riders. This work directly supported the growth of the company which experienced 3x increase in revenue year-over-year. This work helped drive millions of new rides as Uber aimed to expand into markets across the globe.
Role
Communications Designer
Company
Uber
Work Process
Rebranding Uber
• Partnered closely with operations teams and regional marketing managers to understand market-specific needs and communication challenges.
• Interpreted early brand concepts into usable patterns, ensuring the new identity could flex across channels and cultural contexts.
• Designed marketing communications for riders that aligned with the refreshed identity while supporting regional goals.
• Rebranded mobile experiences for drivers, applying the new look and feel and ensuring consistency across touchpoints.
Starting with a new brand design language, the communications design team was tasked with taking this language and expanding its usage to various events, promotions, and user messaging.
Outcome
Rebranding Uber
• Enabled localized teams to adopt the new identity smoothly across rider and driver communications.
• Strengthened regional alignment with Uber's global brand system.
• Delivered more coherent, modernized product and marketing experiences for the western U.S. market.
