The second half of my Identity & Brand Design course was focused on understanding a "brandscape" and how to improve and iterate on an existing brand identity. We were asked to choose an app with a strong social presence and well-liked UI along with a particular insight from a SWOT analysis of the brand to improve. I chose to delve into Uber's struggle with the relationship between its drivers and riders and how to make a change of brand identity to better the company-customer relationship.  

With the various other ride apps gaining relevancy in recent years, I wanted to expand on Uber's customer service identity to make them stand out and potentially keep them in that top dog spot. The reason for my rebrand was an opportunity to improve reputation and customer loyalty in an easily mimicked industry through greater accountability and performance. The change that I made was to put emphasis on service and the app being quick and easy, and implement happier branding to cultivate friendliness.

Uber's UI and brand in general is well renowned as user friendly and sleek, so it was difficult finding ways to really improve it in general. This project showed me the key to a rebrand is pin-pointing what aspects of the brand you want to change and keep the same, and really target those goals throughout the project so you don't get lost creating a generically similar app.

Obviously Uber is amazing the way it is and I love the accessible luxury the branding and UI gives, but I had fun figuring out how to make it convey a more lively personality!