Lyft
Lyft is building a new premium mobility offering — in a category that has never had a defining brand. With Ana Andjelic and COLLINS, we worked on the strategy and naming behind it.
[ THE PLAYS ]
The blueprint.
Brand strategy for the new tier: purpose, positioning, and value proposition — anticipatory service and quiet precision in a market fragmented across thousands of operators, where no brand owns a point of view.
The naming.
Naming strategy and brand architecture, developed across rounds with Lyft leadership: what the offering is called and how it sits within the Lyft brand.
The narrative.
Shaped the strategic story across executive sessions — pre-reads, working decks, and the final brand blueprint.