Uber Rebrand

In 2018, Uber was amidst extreme reputation challenges (#DeleteUber), leadership changes (CEO/Founder Travis Kalanick departed and new CEO Dara Khosrowshahi arrived), and a crucial need to reevaluate the brand. Our small internal team was tasked with redefining Uber’s brand purpose–to change how the world moves–and redesign the entire brand experience to live up to this new ambition.

Since the brand launch, Uber’s brand went up 51% in value. In May 2019, Uber went public valued at more than $82 billion. While there are tons of factors that contribute to a company’s valuation, this work is a perfect example of how much positive business impact a strategic, well executed rebrand can have.

My Role: Associate Creative Director
Agency Partner: Wolff Olins