Lyft had a clear branding problem. Folks appreciated the friendly vibes, but were turned off from having to jump into a car with a fluffy mustache.

Our goal was to evolve Lyft to an experience based brand, shifting from friendly to entertaining: a brand that stood for surprise and delight, still rooted in a sense of community.

Enter Lyft Ride Modes, the most successful program in the company's history, and a massive press darling. Working internally with marketing, production and partnership teams, we made big noise during cultural moments and through entertainment partnerships.

This work was done in collaboration with our colleagues at Lyft. Please reach out if you have any questions about collaborators and vendors for certain projects.