Visual Storytelling Case Study 2

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Case Study: Uber's Post-Crisis Rebrand (2018)

In 2018, Uber launched a major rebrand to recover from a series of scandals that damaged its reputation. These included workplace harassment claims, data breaches, and the resignation of founder Travis Kalanick.

Objectives

Uber's goals were to:

1. Repair public trust
2. Shift focus from growth-at-any-cost to community and safety
3. Present a more human, inclusive brand image

Execution

Uber hired global branding firm Wolff Olins to lead the rebrand. Key changes included:

• A new brand mission: "Movement ignites opportunity"
• A custom typeface by MCKL to create a clean, modern look
• New photography guidelines that featured riders and drivers, not cars
• A black-and-white color palette with bright accent colors to reflect accessibility and simplicity
• A more consistent logo and app interface across global markets

Results

• The rebrand was generally well-received by design critics
• Public perception of Uber improved modestly, though trust took time to rebuild
• The focus on people over products helped reposition Uber as a service, not just a tech company
• The company went public in 2019 with a more stable brand image

Key Takeaways

The campaign showed how design can support real behavioral change in a company. Uber's messaging, type, and imagery all reinforced a more responsible brand tone.

How I Will Apply This

This case showed me that rebranding is more than visuals. If the company's actions do not match the message, the design will fall flat.

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Sources:

• Wolff Olins: "Uber rebrand case study" (Wolff Olins)
• Fast Company: "Uber's Rebrand: From Toxic to Trustworthy" (Fast Company)
• Adweek: "Uber Unveils Its First Global Brand Redesign Since 2016" (Adweek)