Uber Freight Brand
My main task in joining Uber, was to lead the redesign of Uber Freight’s brand. The existing brand leveraged old Uber elements, as well as app/tech-forward visuals in a distinctly silicon-valley fashion. This industry suffers from lack of trust and respect, so it was necessary to design a new brand that put the people who run it in the drivers seat. This project spanned creating a new logo, brand color, website, photo library, messaging, and supporting content.
Uber was going through a global rebrand, updating all of their brand elements in an effort to make the brand more relatable and friendly. This pivot offered us the opportunity to refresh Uber Freight as well, with new brand elements borrowing from the master library.
Our core assets consisted of some minimal photography, and a library of “fun” illustrations. Being an incredibly tactile and hard-working industry, I thought it necessary to steer away of the illustrations and shoot a library of photography portraying the contributors in freight in their elements. See the full case study here.
Working with Redscout and the marketing team, we revised our messaging strategy to me more direct and empathetic, which I designed into a sharable playbook with an upfront and guide to our visual ID. Read the full document here.