A Brand Milestone, Designed as a Movement
When Lyft went public, it wasn’t just a financial milestone. it was a chance to showcase the mission that got us there.
I was part of a small, visionary team tasked with designing an experience that reflected not just where we’d been, but where we were headed.
From the evolution of transportation to the promise of people-first cities, we brought Lyft’s story to life in a way that was immersive, emotional, and unforgettable. This wasn’t just an IPO event. It was a bold statement of what we believed in—and what we hoped to build next.
Riding Is the New Driving
Out-of-home best practices say three words, tops.
We went in a different direction.
With bumper-to-bumper traffic becoming the norm, we knew people weren’t just sitting in their cars—they were looking for something to break the monotony. So we filled the streets with long-copy billboards that made them look up and take stock at how they move through the world. What started as a bold creative choice became one of Lyft’s first integrated brand campaigns—unexpected, unmissable, and unmistakably us.
taco mode
A late-night craving turned brand experience.
Back when Taco Bell didn’t deliver (soggy tacos upon arrival? No thanks), we flipped the script. Instead of bringing tacos to the people, we brought the people to the tacos. In a first-of-its-kind partnership, we launched “Ride-Thru”—a Lyft mode that let late-night riders detour to the nearest Taco Bell Drive-Thru right from the app. A hot, hilarious, and hunger-crushing win.
