At the beginning of 2020, Uber was still reeling from the effects of the pandemic—what was once a profitable mobility business had disappeared over night while a developing delivery business exploded in growth. These shifting priorities demanded a renewed focus and story for the company's future. No longer just rideshare. No longer just food delivery.
With a new brand northstar in place, "Reimagine the way the world moves for the better", we set out to reimagine what it means to build a brand identity. Our goal was to inspire through storytelling—to build a brand identity that carries a throughline from concept all the way to design.
In partnership with Jones Knowles Ritchie, we began to evolve the brand in a purposeful way, driven by story and guided by the renewed focus of Uber.
Bold colors, striking contrast, and a prominent use of the color black help to create a cohesive family of illustrations.
By utilizing dynamic and unexpected perspectives, we bring a sense of movement to compositions even when in static form.
Our illustrations celebrate the cultural nuances of specific places and the unique personalities of each individual.
Our use of metaphor is still grounded in everyday life.
jones knowles ritchie