And then there was purple.
I believe "Mulberry" (read: dark purple) made it's debut in the API guidelines, but I soon embraced it's versatility as the ultimate – and more accessible – compliment to our even brighter new shade of Lyft Pink.
As we grew, the brand team slowly became more specialized. I spent a lot of time working on growth and building out the performance creative team in addition to art directing, doing interactive design, illustration and animation, as well as identity work for sub-brands like the Lyfties and Undercover Lyft. There was shwag (!), everything from a cement cast award, a snap bracelet, library card style keychain, to the usual bags and brochures.
My work was recognized in How Magazine for both the Economic Impact Report project and as one of the 2017 Top Graphic Designers and Creatives.
LYFT ECONOMIC IMPACT REPORT: a large book, set of postcards, and landing page that was used by our government relations team
Graduation themed ECARDS
LANDING PAGE system with a facelift for the new brand stage, and 3d animated elements.
LYFTIES AWARDS: website, cards, window cling, and communications
DRIVER BROCHURE
GROWTH ADS
UNDERCOVER LYFT series identity
GROWTH keychain concept
LYFT BLOG redesign with prominent and colorful navigation
DRIVER LOUNGE MURAL in Seattle
TAKE OUR KIDS TO WORK DAY shwag
VECTOR: Download, request, ride promo
PHOTO: Download, request, ride promo
Assorted ad executions
Driver toggle concept
After this phase, I was looking for a change, but not ready to cut the cord. I transferred to the product design team and helped spearhead the Core Design function - see that work below, or view early phases.
Lyft Product Design 2018 | Lyft Branding Phase 1 | Lyft Branding Phase 2