The One Crew is a national campus tour designed to drive Uber One for Students membership across 18 universities nationwide. Inspired by the speed, energy, and insider access of racing culture, the F1-inspired experience transforms Uber One into a crew students can join—bringing membership benefits to life through interactive games, rewards, education, and shareable moments.

The experience centers around a members-only racing garage, where students move through a journey of discovery and sign-up—from a two-player reflex game and merchant “fuel pumps” to a racing pit wall, gifting station, winner’s podium, and custom Uber XL photo booth.

As Design Director, I led the graphic identity and visual development from concept through production, expanding Uber One’s established black-and-gold identity into a custom racing-inspired visual system. I transformed the Uber One mark into a dimensional tire icon, introduced a racing-inspired display typeface, and developed custom track graphics, checkered patterns, and bespoke iconography that carried across the entire experience. I designed and directed the graphic system across environmental graphics, interactive moments, signage, partner integrations, uniforms, giveaways, vehicle graphics, motion graphics, and digital content—ensuring a cohesive identity that could scale across an evolving 18-campus tour.