Photo Guidelines for Uber’s Global Rebrand
Working with regional teams, internal and external production teams, and Wolff Olins, I was tasked with creating a scalable photography system along with a new photo library.
Additionally, in a system primarily black and white, photography would become the main brand element to humanize and connect people to Uber.
Company » Role » Year
Uber » Senior Art Director » 2018
How to Plan a Shotlist
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50% Lifestyle
Lifestyle focuses on the beginning and end of a ride, or the destination. These are the moments that make Uber magical.
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20% Hero
We like to hero our drivers and riders. Leaning into portraits provides rich content to help share the stories made with Uber.
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20% Textural
Textural images help contextualize a journey with ambient moments. They are supporting elements that add color to the brand.
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10% Lifestyle w/ Product
Only 10% of a shotlist should focus on the product, or have it in frame. This helps maintain a more emotive photo library.
