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Uber

Rebrand: Photography Library Creation and Creative Direction

Role
Art Director
Photographer
We Are the Rhoads
Production
Crawford & Co.

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.

Woman opening the door of a black car in a sunlit alley
Woman in a pink jacket at golden hour, looking into the camera
Smiling woman in a pink jacket on a sunlit street
Friends sharing a picnic on the grass
Woman lying on a picnic blanket with her eyes closed
Woman in a denim jacket against a blue wall
Woman opening the door of a black car in a sunlit alley
Woman in a pink jacket at golden hour, looking into the camera
Smiling woman in a pink jacket on a sunlit street
Friends sharing a picnic on the grass
Woman lying on a picnic blanket with her eyes closed
Woman in a denim jacket against a blue wall
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