A re-brand is never a small undertaking, it takes time, careful consideration for your target audience, it can be very expensive and definitely isn't a casual undertaking.
Uber is one of the biggest global, digital success stories of the decade, so tinkering with their image has a huge impact.
With some new features, new interactions and styling across their apps, Uber has received a mixed reception.
With so many changes at once, have they tried to do too much?
It seems like Uber have had lots of great ideas for this rebrand and have tried to execute on all of them, as is often the temptation. However, the secret to great branding is finding a single great idea and having the guts to stick to it.