Lyft, a well-known ride-sharing service, has collaborated with design studio Koto to renew its brand. Since its founding, Lyft has positioned itself as a brand that puts fun first, resisting the dull ride-sharing market of the past. However, after more than a decade of its founding, Lyft wanted to reorganize its brand to fit a more mature and newly established brand strategy.
To achieve this, Lyft worked with a variety of departments, including creative, product, and marketing, to build a new creative platform and brand identity system. The new brand reflects Lyft’s unwavering commitment to creating “meaningful moments of connection.” Through this transformation, Lyft aims to grow beyond a simple means of transportation into a brand that facilitates valuable connections between people.
