My name is Joan Brand designer at the intersection of Product and Systems. I lead Core Brand Foundations team at Qonto after co-founding PhotoPills — zero to a million downloads with a team of three — and working brand-side at Uber Freelancing has taken me through United Nations, Panasonic Well, Herewith, Axios, CloudKitchens and others Take a look Optimist. Father of two. Songwriter. Runner. Happiest near the ocean. Let’s connect

Uber

2017–2020 · Brand · Product · Strategy

Brand doesn't stop at the logo. At Uber it ran through every screen, every card and every ride. I joined as Senior Brand Designer in 2017 and moved to San Francisco, working on the latest rebrand alongside Wolff Olins, along with projects like Rewards, Uber Money and, ultimately, the first steps toward an all-in-one app. Three years that defined my field: brand, product and systems, designed as one.

Uber Air concept: an air taxi on a rooftop skyport at sunset
Illustration of two riders looking out of a car window
A dark Uber car turning on a turntable
Uber Move typeface legibility: contrast ratios, open counters and x-height
The Uber app: choosing a ride to San Francisco airport
The Uber app in Spanish: choosing a pickup point

Snapshots

  • A welcome desk on the first day at Uber
  • Walking to work through the fog in San Francisco
  • The Golden Gate Bridge between cypress trees
  • Two colleagues at a table in the Uber office at night
  • A design review in front of an Uber Works wall
  • The team together for a group photo
  • Photographing the sunset over the Pacific from a hilltop

Go/Get vision app

Two verbs, one app. Concepts built on Go and Get: everywhere you need to go, everything you need to get. The first bricks of Uber's all-in-one app.

Wireframes of the Go and Get flows in the Uber app

Uber Rewards

Uber's first loyalty program, and the seed of today's Uber One. Built alongside Uber Pro, for drivers and couriers. One identity framework, one toolkit for product designers, one language across product, communications and marketing.

Uber Rewards tiers on three phones

Uber Money

Uber's financial home, built first for drivers. Earnings, a Wallet, a card. One set of principles: transparency in every number, opportunity made visible, achievements worth celebrating. Its own framework, typeface, art direction and tone of voice.

Uber Money on three phones: weekly earnings, the Wallet and a new card

Personalising Uber

Actions, not ads. Uber's promotions, rethought as help that fits the moment: the right suggestion at the right time of day. One story built around the family, one component system, 100+ messages ready at launch.

Personalising Uber strategy deck: one concept, parallel focus, City OS, Companion and an imagery audit
Four Uber app screens: family care, routines, search and a day's schedule
Uber promotional cards for Eats, groceries, gifts and rides