Back to the drawing board


Ueno helped Uber’s design team show off their work with a new site and a case study for their 2018 rebrand.

Uber wanted to foster design thinking, attract talent and show off the amazing work of its design and engineering teams. In 2017 we helped them launch uber.design, and later added a special case study for their 2018 rebrand.

Our role:
Design, web development

Your rebrand has arrived

The 2018 case study

In September 2018 Uber unveiled “a holistic brand system that’s instantly recognizable, works around the world, and is efficient to execute.” In the run-up to the big reveal Ueno helped create a case study that goes behind the scenes to explain the big idea.

Yet another successful project with Ueno! We’ve worked with them on multiple projects at this point and having the partnership and collaboration with them always leads to fantastic results.

Lori MannSenior Design Program Manager, Uber

Strike a pose

A place for design at Uber

Uber is serious about design and engineering. To quickly show the scope of what their teams are up we designed uber.design’s home page as a collage-style feed.

Open and shut

The case studies

Case studies are at the heart of uber.design. We spent a long time with Uber’s teams crafting the perfect template that would let every project shine. Bright. Like a diamond.

It was important to really nail the homepage, because it needed to represent all different kinds of design work that gets done at Uber. We executed on several iterations to make sure we really had something good.

Gene RossDesigner, Ueno

Building blocks

Flexible case study templates

Uber.design features both visually and technically inspiring designs, and dives deep into the creative processes behind them. Templates had to be flexible enough to showcase all these different types of projects.

Section Hero
Section Content

Building this site was a great chance to showcase our animation skills and bring movement to Uber’s beautiful artwork, mixing attractive layouts with responsive techniques and smooth transitions.

Elliott KemberDeveloper, Ueno

Recruitment by design

Attracting talent

Uber also wanted the site to help recruit top talent. Each team gets its own section, showing how it operates and giving potential recruits an idea what to expect.

Design at Uber is about more than the app you use. It’s also about things like their environmental projects and the constant evolution on the brand side. This site draws back the curtain and gives you an insight into the stories of the people who are behind this wide spectrum of work.

Robbin CenijnCreative Director, Ueno

It’s great to work with an agency that doesn’t feel like an agency. We were all one team working on a project together from start to finish.

Lori MannSenior Design Program Manager, Uber