Co-creating a Customer Experience + Uber + Wolf Ollins

Operating in over 600 cities worldwide, Uber has spent the last three years rebuilding its reputation from the ground up. In a perfect example of how design can signal real change, they brought in Wolff Olins to holistically reimagine their brand experience, putting the diversity of their global audience front and center.

The collaboration between internal and external design teams was as seamless as it was ambitious, and the work speaks for itself.

What makes this worth paying attention to is the transparency. You don't usually get a window into the thinking behind the design systems of a company like Uber. Normally you just notice your app icon changed. Their full process, designs, and final concepts are linked here and are well worth your time.

Forest Young, Global Principal at Wolff Olins

Forest Young is a designer, educator, and speaker whose work sits at the intersection of storytelling, universal design, and futurism. As Global Principal at Wolff Olins, recently named Fast Company's Most Innovative Company for Design, he leads initiatives for some of the world's most influential companies. A Yale School of Art alumnus and MFA critic, his work has been exhibited at MoMA, the Royal College of Art, and international biennials, and has earned him the Gold Design Lion at Cannes and the Art Directors Club Black Cube.

Peter Markatos, Executive Creative Director at Uber

Peter Markatos has spent over 15 years working at the intersection of brand and product. As ECD of Brand at Uber, he led the rebrand rated number one on Brand New in 2018, overseeing a cross-functional team working across business groups to create experiences that are world-class and commercially grounded. Before Uber, he ran a successful brand studio in San Francisco, working with Amazon, Xbox, Nokia, and Discovery Channel, and was one of the designers behind the original Facebook logo.