Uber: Reimagine the Way the World Moves for the Better

Uber needed to evolve to reflect its new business model. It had three goals: reimagine the way the world moves for the better, align its brands under one identity and double down on what makes the brand distinctive. Starting with the circle, line, and square elements from its original map, we built a system designed to flex, move, and deliver a unified experience across apps, advertising, website, social, and beyond — a system to take them on their journey from ride-sharing to full mobility brand.