CONCEPT | DESIGN
The 3rd Element was my attempt to communicate a human element lacking in the "Bit & Atom" Uber brand experience.
At the time of this exercise, Uber was experiencing some cultural challenges. From the top down, the company was committed to making positive change. This would be the perfect landscape to implement the 3rd Element; a message directly targeting the positivity of our goals, aspirations, human connection and community.
Below is the narrative of the 3rd Element.