PROJECT DESCRIPTION
On the heels of Uber’s global return to work, new hires and organizational change, and substantive business strategy shifts, the brand and HR leadership teams were eager to align the enterprise around a newly defined suite of cultural values and wanted to create a digital, scalable platform that would easily convey these values to teams across the world.
In order to compile data that would holistically tell the story of the brand, our team worked with various Uber stakeholders to identify and mine relevant geographical, sentiment, behavioral, and product data to support the narratives at the center of Uber’s values. By doing this, we developed a new suite of content that widened the brand system to accommodate data-driven storytelling, from mapping macro and micro geographical activities to juxtaposing employee preferences.
The final suite of digital content includes physics-based data visualizations that materialize global platform data and employee insights by showcasing motivational cultural beliefs supported by these quantitative data insights. By integrating these visualizations onto media surfaces throughout Uber’s global workplaces and employee digital platforms around the world, Uber’s workforce can together celebrate the impact their work has on the world, achieving greater alignment around shared efforts.
PROJECT INFORMATION
Entry Type: Single Entry
Channel: Cross-Media
Primary Role of the Designer: Designer as brand steward
Client Relationship: Unknown (NA) / Other (if other, please explain) HUSH hired as Design Partners
Intention of the Project: Introduction of a new product, service, or program
Development Budget: Confidential / Not available
Production/Execution Budget: Confidential / Not Available
Source of Funding: Client
Typefaces:
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Garrett Johnston; Anthony Vitagliano
Art Director: Bradon Webb; Joel Watkins
Designers:
Researchers:
Developers: Paul Houx; John Noonan; David Crumley; Matt Smith
Copywriter: Shawna Harch
Illustrator:
Photographer:
Printer:
Producer: Tonian Irving; Melanie Malkin
Other Credits:
Brand Data Visualizations for Uber
Category
Information Design / Data Visualization
Description
Winner - 365: AIGA Year in Design (2022)
Title: Brand Data Visualizations for Uber
Design Firm/Agency: HUSH
Client Industry:
Client Location: 4 global locations: Mexico City, Mexico; New York, NY; Mission Bay/San Francisco, CA; Chicago, IL
Juror Comments
“Metadata of this kind is hard to visualize in poetic ways, and this data totally achieves it. This approach to data visualization also goes beyond the macro to the micro—arriving at the human level through the identification of Uber’s thousands of employees all over the world. Somehow the magnitude of information is tempered by the fluid galactic visualization which is almost choreographic. Ironically, even without human faces, the viewer is brought to the realization that the world is interconnected through many layers of geography and humanity.”
Self-Identified Distinctions: Design for Good - Cultural Awareness
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