Uber Carshare
We’re driving local innovation to the global market with our new brand for Uber Carshare. Helping reduce Australia’s carbon footprint by putting idle cars to better use. When Uber acquired Car Next Door, an Australian car sharing company, they needed help positioning their new car-sharing product with a global brand to achieve rapid growth.
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Uber Carshare
Branding an evolution
We’re driving local innovation to the global market with our new brand for Uber Carshare. Helping reduce Australia’s carbon footprint by putting idle cars to better use. When Uber acquired Car Next Door, an Australian car sharing company, they needed help positioning their new car-sharing product with a global brand to achieve rapid growth. We knew we needed to bring clarity to what was a complex brand architecture problem. To shape this new brand, we conducted research looking to answer two key questions; What is the benefit of using car sharing services? Which brand is perceived more likely to deliver on this benefit?
Zooming in
We spoke with internal stakeholders from both organisations, conducted landscape research, and ran focus groups. This investigation concluded that convenience is the main motivating benefit of using a car sharing service. And that Uber has the ability to move, motivate, normalise and mainstream new behaviours with its strong reputation for streamlining the way we move. We advised Uber to offer the car sharing service as an Uber-branded product within their mobility portfolio.
Riding the line
Once we established the service would be Uber branded, we were faced with our next challenge. What should the product be named? And how close should its identity be to the master brand? If too close, we run the risk of confusion, if too far we break the convention of the brand architecture and set a complex precedent for future additions to the portfolio. The name Uber Carshare was chosen to ensure clear description and distinction within Uber’s vast portfolio.
Finding balance
We iterated and tested. And landed on an architectural balance for the Uber Carshare product that leverages Uber’s black to help create a strong connection to the master brand balanced with its own distinct colour to create memorability. Teal is a nod to the Car Next Door brand colour, bringing it into the new identity. The remaining brand assets, language and imagery are driven by Uber’s recently updated global brand guidelines and strategic positioning. Ensuring Uber Carshare is presented as a distinct and easily understood offer.
