Uber - Branded Rides

Uber - Branded Rides

Uber - Branded RIdes

Uber - Branded RIdes

Uber - Branded Rides

2021

2021

2021

2021

2021

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

Uber has always been in business to help riders go places. Seeking a new line of revenue, they went looking for a partner to help launch ads for the first time ever in their ride-hailing app. To advertisers, this was an opportunity to not just display their brand in the ubiquitous app, but to be brought into Uber’s unique ecosystem and platform, which is increasingly becoming an operating system for daily life.

AKQA partnered with Uber to pilot in-app advertising among a small set of Uber riders. The challenge was how to effectively execute the ads in a way that would introduce a new revenue stream without detracting from the rider’s experience.

I participated in this project as a design lead and art director to produce the best quality illustrations for all the advertisement partnerships.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

Insight

Insight

Insight

Insight

Insight

Good things happen when people can move.

Good things happened when people can move.

Good things happen when people can move.

Good things happen when people can move.

Good things happen when people can move.

Uber has always been in business to help riders go places. Seeking a new line of revenue, they went looking for a partner to help launch ads for the first time ever in their ride-hailing app. To advertisers, this was an opportunity to not just display their brand in the ubiquitous app, but to be brought into Uber’s unique ecosystem and platform, which is increasingly becoming an operating system for daily life.

AKQA partnered with Uber to pilot in-app advertising among a small set of Uber riders. The challenge was how to effectively execute the ads in a way that would introduce a new revenue stream without detracting from the rider’s experience.

I participated in this project as a design lead and art director to produce the best quality illustrations for all the advertisement partnerships.

Uber has always been in business to help riders go places. Seeking a new line of revenue, they went looking for a partner to help launch ads for the first time ever in their ride-hailing app. To advertisers, this was an opportunity to not just display their brand in the ubiquitous app, but to be brought into Uber’s unique ecosystem and platform, which is increasingly becoming an operating system for daily life.

AKQA partnered with Uber to pilot in-app advertising among a small set of Uber riders. The challenge was how to effectively execute the ads in a way that would introduce a new revenue stream without detracting from the rider’s experience.

I participated in this project as a design lead and art director to produce the best quality illustrations for all the advertisement partnerships.

01

Idea

Idea

Idea

Idea

Idea

Our first focus was strategizing and shaping the platform for Uber’s small but growing Rider app ad business. Next was bringing it to life.

Our first focus was strategizing and shaping the platform for UVer's small but growing Rider app ad business. Next was bringing it to life

Our first focus was strategizing and shaping the platform for Uber's small but growing Rider app ad business. Next was bringing it to life.

Our first focus was strategizing and shaping the platform for Uber's small but growing RIder app ad business. Next was bringing it to life.

Our first focus was strategizing and shaping the platform for Uber's small but growing Eifer app ad business. Next was bringing it to life.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together with a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

02
03

Idea

Idea

Impact

Impact

Impact

Our first focus was strategizing and shaping the platform for Uber’s small but growing Rider app ad business. Next was bringing it to life.

Our first focus was strategizing and shaping the platform for UVer's small but growing Rider app ad business. Next was bringing it to life

A good partnership is mutually beneficial, managed wisely, and built on trust.

A good partnership is mutually beneficial, managed wisely, and built on trust.

A good partnership is mutually beneficial, managed wisely, and built on trust.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

We worked closely with Uber developers to understand the app’s capabilities and limitations. Using Uber’s brand illustration guidelines as a base, we leveraged cues from each partner brand’s visual system and Tone of Voice to create engaging illustrations and storylines. The resulting carousels of imagery and copy tied together a narrative for partner brands like Marriott, Live Nation, and Wrigley in a way that felt native to Uber’s app and relevant to the time and place.

The goal was to captivate riders’ attention via a unique branded story. And to marry together some of the most recognizable brands in a compelling way while still protecting the integrity of the app.

Striking that balance with Uber and the partner brands was as important as the final product itself.

Effectively serving as a liaison between Uber and the partner brands, we delivered white-glove, consumer-focused experiences that built brand awareness, created advocates, and enhanced the Uber ride. Most importantly, we generated insights to be built upon as the program and product continue to evolve.

Striking that balance with Uber and the partner brands was as important as the final product itself.

Effectively serving as a liaison between Uber and the partner brands, we delivered white-glove, consumer-focused experiences that built brand awareness, created advocates and enhanced the Uber ride. Most importantly, we generated insights to be built upon as the program and product continue to evolve.

Striking that balance with Uber and the partner brands was as important as the final product itself.

Effectively serving as a liaison between Uber and the partner brands, we delivered white-glove, consumer-focused experiences that built brand awareness, created advocates, and enhanced the Uber ride. Most importantly, we generated insights to be built upon as the program and product continue to evolve.

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© 2021

© Matthew Kim

© Matthew Kim 

© Matthew Kim

© Matthew Kim