vinicius valadão - Uber Arena

This project marked Uber’s first global naming-rights initiative,
a landmark moment for the brand.

The task:
Develop a cohesive and clear branding system for Uber Arena, the former Mercedes-Benz Arena, a legendary multi-purpose event space in Berlin. This branding should reflect Uber’s identity and values while creating a distinct and memorable experience for arena visitors.

Goal:
The branding should create an easy and enjoyable experience for visitors. It should offer clear and attractive navigation and reflect Uber’s role in connecting people and experiences. The design should convey energy and connection, in line with Uber’s mission of bringing people closer to what they love, such as music, sports, or entertainment. It should also support a smooth and memorable journey from arrival to departure.

My Role:

Art Direction and Design

In addition to the Arena task, we need to develop a visual identity for the Uber Eats Music Hall, which is located next to the Uber Arena. To achieve this, we'll start with the same principles used for the Uber Arena. However, for Uber Eats, we will adopt a more colorful approach. Instead of a black background with vibrant typography, we will use a colorful background with black typography. This will help establish a clear differentiation between the two brands.