After working with Uber on their audio brand strategy and audio user experience design for the Uber driver app, we were asked to create more sounds for their Uber Eats platform. After several stakeholder interviews and a competitive audit, we decided that we wanted to keep the sounds in the same brand family as the Uber Driver app to keep brand consistency and differentiate from other ordering and delivery platforms.

The overarching design system we developed for Uber supports three primary design principles that are core to the brand. In communicating these principles, we leaned into a tonal palette that is clean, minimal and communicative while being differentiated from others in the competitive space and highly effective in a range of environments.