uber | branding

The opportunity: techlash

Uber’s brand narrative has always been about growth. In good times, growth painted them as a pioneer. In bad times, a bully. With new leadership at the wheel, Uber wanted to message it was ready to change.

The idea: reset

Acknowledgement and then reset, told through the language Uber knows best: code.

results

Concept pitched and sold through, but shelved in production.

Role

copywriter