Uber Fleet
Role: Art Director & 3D Designer
Client: Uber
Defining Uber’s vehicle language through a scalable 3D system
In 2019, Uber undertook a full redesign of its in-app vehicle visuals -moving from flat illustrations to a flexible 3D system that could scale across products, markets, and ride types.
I served as Art Director and 3D Designer, helping define both the visual language and the production system behind Uber’s global fleet.
Although the work launched over five years ago, these assets — and the underlying system — are still in active use today.
System
Rather than treating each vehicle as a bespoke asset, we designed a modular fleet system with standardized proportions to maintain visual harmony across categories. Geometry was intentionally simplified to ensure clarity at small sizes, while consistent lighting and camera angles created instant recognition across the product.
Material rules were carefully defined to feel tactile without becoming visually noisy, and color and trim variations allowed the system to flex across regions and ride types. Together, this approach enabled Uber to introduce new vehicles without reinventing the system each time.
Longevity
One of the most meaningful outcomes of this project is its staying power. Although the fleet system was created in 2019, it has continued to survive multiple brand evolutions, scale across new ride types and regions, remain performant across changing devices, and require minimal rework to stay relevant.