Credits

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Subject: Branding, Transmedia

Instructor: Gerardo Herrera, Sean Adams

ArtCenter College of Design

MGx: Masters of Graphic Design

Project

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Since Uber’s inception in 2010, the company has rebranded a total of seven times. Many of these changes were due to shifts in user demographics caused by incidents with Uber drivers—sexual harassment, even rape. Major hits within the corporation ensued as founder, Travis Kalanick, resigned over political fronts, as well as the #deleteUber movement, accelerating the decline of the overall trust in Uber’s public image and branding.

I took upon the challenge of solving existing visual conflicts that consumers have Uber’s present-day brand identity. To create a clear, bold and innovative visual system that represents Uber, I discovered additional markets in hopes of expansion within the transportation-share sector. I created systems that flex to meet all of Uber’s brand voices, contexts and uses, even internationally. I proposed the launch of four new market opportunities while simultaneously releasing a new visual system. These opportunities intend to fill the gap that has divided the faith and trust of Uber users.

    Application Overview

    Research & Process

Additional Work
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