After working on some assets for the primary Uber brand I was able to do a deep dive with the UberFreight team on building an illustration style specific to their market in the trucking industry. Teaming up with the legendary Jayson Hobby we learned about the different aspects of the trucking industry in order to establish visuals that felt familiar, welcome and approachable to people who spent a lot of their lives on the road.
BUILDING A FLEET
To communicate how the process of booking, loading, hauling and getting paid worked we first created a series of specific illustrated trucks to be used in a variety of scenarios. We built a style that was simple and utilitarian in the same way that road signs are while also being representational of the daily lives and world of truck drivers.
From there we added additional components like trailers, a branded truck and even hypothetical future electric driven vehicles. For smaller screens we drew totally new versions of our core vehicles in a range of specific sizes.
Once the trucks were complete we built a system of other visuals related to the process of moving freight across the country. From road signs to warehouses, boxes to containers and common visual landscapes we worked to build a world that was both familiar and straightforward.
A final key element was a series of landscapes. Talking to any truck driver will quickly give you an understanding that cities are one of the worst places to drive in and almost all of them enjoy being on the open road more than any other aspect of their job. We depicted scenes that they would be familiar with from cross country hauls in a way that added a sense of calm to the often frustrating and tiresome machinations of the daily grind.
While the illustrations were used across marketing materials and many different locations within the UberFreight app we also worked specifically on placements for less often seen things like error screens. While nobody likes ending up at these places we were able to leverage illustration to communicate concepts and direct action quickly to help get people back on the right track.