Uber Rebrand — Photography Library Creation and Creative Direction

Uber’s product is simple, but the brand was complex. The goal of this rebrand was to develop an iconic identity system that reflected the mission, grow brand equity, and allow for freedom of movement within the framework.

The brand team worked to create a sizable photo library to launch under the rebrand. The images, which are open to the entire org, keep all Uber communications on brand. Below is a sample of the library of images created.

Also, here's the link to the rebrand case study.

Role: Art Director

Photographer: We Are the Rhoads

Production: Crawford & Co.