Taiki Murayama

Designer and typographer with a penchant for hand-lettering and developing brand identities. 

San Francisco, CA
+ 413 695 9466
tmurayama11@gmail.com

Uber Freight Brand

Uber Freight Brand

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Overview

01.

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.

 
 
 

Brand elements

02.

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.

 
 
Updated logo using our font “Uber Move” to align with global brand - eliminating the previous two-toned version for a more legible and inviting wordmark.

Updated logo using our font “Uber Move” to align with global brand - eliminating the previous two-toned version for a more legible and inviting wordmark.

Working with Wolff Olins, we explored every possible color. We came back to blue, taking our inspiration from interstate signs and the connectivity they represent.

Working with Wolff Olins, we explored every possible color. We came back to blue, taking our inspiration from interstate signs and the connectivity they represent.

 

Brand photography

03.

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.

 
 

Messaging

04.

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.

 
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Website

05.

With our brand elements and messaging in place, I then redesigned the website to reflect our updated identity. This was pushed to sync up with the global rebrand, and we are currently undergoing a testing phase to improve UX and incorporate a logged in state for carriers and shippers.

 
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Uber

Apple motion

Apple motion