A global brand transformation project that redefined Uber's identity and values across international markets.

Uber, one of the world's most recognizable technology brands, reached a critical inflection point in its history. The company faced the challenge of crafting a fresh narrative that would showcase its new leadership and reinforce its commitment to prioritizing both customers and employees.

In response, Wolff Olins San Francisco was commissioned to develop a new brand identity. As a visiting Creative Director, I collaborated closely with their SF team to support the rollout and management of this rebranding initiative. In my role as creative lead for the EMEA region, I conducted comprehensive brand engagement activities across multiple continents. These included leading brand presentations to Uber's global employee network from their San Francisco headquarters, as well as facilitating daily in-person brand clinics and workshops in both San Francisco, North America and Mexico City, Central America.