BX
Title
Uber ATG
Brand Experience
Role
Lead Designer
ATG — Products &
Design Studio
BX . Team
Our Purpose
To create a cohesive brand experience for our riders, community members, and employees.
What we do
SD System
Communication
Culture
Our
Responsibilities
Presence
ATG Story
ATG Identity
Product
Design Systems
Car ID
Experience ID
Software ID
Autonomy Progress
Ecosystem (SPDDO)
Culture
Simplify Complexity
Externalize shared principles
ATG Pride
Experience
Brand Principles
Thought Partnership
ATG Brand ID
Strategy 1P + 3P Capabilities
Brand Values
Build trust
Humanize tech
Be inclusive
Credits
James Bamford
Nastasha Tan
Yeawon Kim