Uber India's Editorial Sytem
This project involved creating a set of editorial illustrations for Uber, used across internal collateral and social media. The challenge was scale and diversity. Uber’s brand speaks to millions of riders, drivers, and partners across cultures, age groups, and geographies. The illustrations needed to feel universal and inclusive, while still being unmistakably Uber. Every visual had to communicate clearly in a fraction of a second, often without supporting copy.
Designing at Uber’s Scale
The work went through multiple iterations to strike the right balance between expressiveness and restraint. We explored variations in body language, framing, color emphasis, and abstraction, constantly checking for clarity, accessibility, and brand alignment. The illustrations had to work equally well as standalone assets, part of a larger narrative, or cropped into social formats. Small adjustments, such as simplifying gestures or refining silhouettes, played a crucial role in making the visuals scalable and instantly readable.
A Flexible Editorial System.
The final output was not just a collection of illustrations, but a flexible visual system. The style supported a wide range of use cases, from storytelling and announcements to functional communication, while maintaining a cohesive look and feel. This project reinforced the importance of designing systems over one-off visuals, ensuring the illustrations could evolve with the brand while remaining consistent, clear, and human at their core.
