global creative and brand

Building a Brand

A history of logos

As a hyper-growth startup within a hyper-growth startup, one of our biggest challenges was defining the Uber Eats brand as Uber was finding its own voice. Over the course of 4 years, our team led four rebrands of the Uber Eats identity, with each logo reflecting a unique time in Uber’s relatively short, yet colorful history. These logos were designed to meet the needs of a constantly evolving brand, business and competitive landscape.

Design system

One of our main responsibilities was create, evolve, and maintain the brand visual identity including layout, typography, color, photography, illustration, and tone of voice. Because a global brand has global considerations, we had to make sure our design system would scale across other regions. We partnered with agency Wolff Olins and the Uber brand team to craft a brand ID inspired by transportation design principles of simplicity and clarity. This would serve as an underlying foundation for all business units of Uber, including Freight, ATG, Health, and B2B brands.

Embracing change

As with every startup, our product evolved and business expanded. Our core audience was shifting. New players were emerging as competition rose in every region. Inevitably, our brand needed to adapt in order to stand out. You can see examples below of how our food photography style changed over the years: from beautiful studio-lit, to playful color-blocking and to real-life messy.

The Uber Eats app

Designing brand into every touchpoint ensures a consistent user experience, and over time, builds a relationship with the customer. We worked closely with product to bring transparency to the delivery experience, a process that can often be filled with anxiety. From the moment a user places an order, to when the food arrives at their door, customers are notified every step of the way. Simple illustrations combined with motion bring the experience to life, gently reassuring our customers that everything is running smoothly.

Understanding when customers engage with the app is an important step in the relationship building process. By contextualizing and acknowledging where our users are, we create a personalized experience. Events such as weather, time of day, or celebrations bring a sense of surprise and delight, and allows us to surface relevant content.

Motion details such as loader animations and modality transitions provide a thoughtful and seamless user experience throughout the app. On-scroll animations focus attention to important callouts without being obtrusive.