Uber’s branding journey: powered by Frontify
“The challenge of rapid growth for brand identity”
As we all know, Uber has become the go-to platform for rides and deliveries, moving people and things across the globe. However, what is less known is how Uber transformed its brand identity into the successful and beloved brand we know today.
One of the critical challenges Uber faced in its branding journey was reducing complexity. With rapid international growth and acquisitions, creating a consistent brand identity became increasingly challenging. However, with constant change, the Uber brand team had to simplify the branding process to continue to succeed.
“Creating a unified brand for Uber users globally”
This is where Frontify came into play. With over 20,000 Frontify users at Uber who have accessed and engaged with the platform, it has been a crucial tool in helping Uber achieve its branding goals. In fact, Frontify usage has increased by 136% over the last 12 months, with 12% of Uber employees using the platform every month.
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Frontify provides a central hub that delivers consistency, accessibility, scalability, and flexibility. It allows Uber to optimize workflows, seamlessly integrate with its design tools, and collaborate to create powerful on-brand messages that shape the brand's future. Frontify has enabled Uber teams worldwide to quickly adapt any assets for local audiences while staying on-brand, thus creating a unified and consistent brand image for Uber globally.
“No longer just ‘A product people used’”
Uber's Senior Executive Producer, Shayla Love, notes that in the past, Uber was merely a "product that people used but not a brand that people loved". With Frontify, however, Uber has achieved a one-brand approach, demonstrating that the company is built on a solid foundation.
In conclusion, Frontify has played a crucial role in Uber's journey to defining its brand identity, making it consistent, accessible, scalable, and flexible. With Frontify, Uber has created a one-brand approach that has allowed it to become the successful and beloved brand we all know and use today.