Background: The face of innovation.

From the outside, Uber is the epitome of innovation, the original disruptor. A magnet for entrepreneurial minds the world over. But as we discovered through this process, on the inside was a different story.

Brief: We’ve lost our mojo.

Internally, the global tech giant’s gargantuan growth, swagger and storied culture of fearless innovation had been suffocated. Like with many businesses growing up, silos emerge, shareholder commitments distract and the pursuit of profitability takes over, eroding their culture and what had once made them great.

Objective: Reignite a culture of innovation.

If Uber were to have any hope of innovating for the world of tomorrow and retaining their brightest minds amidst the great resignation, they needed to reignite a culture of innovation fast.

Challenge: Reconnecting the disconnected world

2021 saw the world of work truly blow up. Remote and flex work became business as usual, but creative culture hadn’t been designed to work-from-home let alone one in jeopardy. Compounded by a global pandemic, Uber employees were disillusioned and disconnected, having lost the spark and culture that first attracted them to Uber.