Uber Beacon

We refreshed the iconic beacon with a renewed focus on improving the driver experience by addressing key pain points in their daily lives.

My direct contribution
My specific role on this project was providing overall design direction under the creative direction of Monina Dolan and Nikolai Cornell.
I was responsible for the design of the pixel type on the Led Matrix in partnership with Erik Gomes, the packaging design of the beacon, and its 3D renderings and animations. I also designed a few creative marketing explorations.

Credits
Industrial design by Whipsaw
Beacon 3D Renders by laundry
Matrix Led Animation by Bryan Cobonpue and Andy Mai

 

Main
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Beacon_06_UberFront_Purple_Delivery_102319_Grey
Color
Screen Shot 2020-05-16 at 12.10.10 AM

 Pxl Type

Based on the limitations of the LED matrix, we developed a typographic system that balances function, personality, and harmony, and that fits perfectly into the matrix.

 

Braz de Pina – .001
Type
Express
Animation Matrix
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Pixel Font V2 (1).028
Animation


Package

We led the design of the packaging and made sure the language was welcoming.

The main idea of the package was to make the Beacon be the star. We removed distraction so that the Beacon could shine alone.

 

Packaging 3
Opening
Packaging
Box 1
PAper2
Open Box Completo
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01_Get_Started_v056_prores422hq

Marketing Exploration

This is part of a marketing study to explore how we could communicate the Beacon to different audiences.

Different from the neutral colors of the package, this direct communication was thought to show the bright colors of the beacon. 

 

Colors
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