Uber’s redesign failed

When Uber rolled out its 2016 redesign, they were aiming for a bold, global identity.

Out went the iconic “U” logo.

In came geometric patterns, custom type, and local color palettes for different regions.

But the redesign backfired.

Users didn’t recognize the app icon. The emotional familiarity was gone.

And just two years later, Uber had to rework the entire system.

The lesson? Design without brand clarity is a gamble.

And it's one we’ve learned never to take.

Why we start every design with questions — not visuals

When we begin the design phase of any project; whether it's a rebrand, a landing page, or internal assets, we don’t start with references or a color palette.

We start with a call.

Then we follow it up with a set of questions.

We do this for all our clients.

Especially when they're rethinking how they show up or exploring new positioning, this step brings clarity on what they want their brand to express and how it should look and feel.

Over time, this approach has helped us:
✅ Cut down on revisions
✅ Build mood boards with intention
✅ Make design decisions faster and with more confidence
✅ Avoid “this looks nice, but it’s not us” moments

Here’s how you can do it even before you create mood boards.

You don’t need a fancy framework to get started.

You just need to ask the right questions — and then connect the dots to design.

Here’s how we think about it (and you should too):

1. Start with how your brand is perceived

We divide brand image into four lenses:

• Cognitive: What ideas or concepts come to mind when people think of your brand?

• Emotional: What should people feel when they see your website or deck?

• Language: What words would they naturally use to describe your brand?

• Action: What kinds of experiences — good or bad — have shaped how they see you?

→ Why this matters for design:

If your brand is associated with simplicity and clarity, your design can’t be overly layered or chaotic.

If people describe you as “playful” or “experimental,” you have more room for bold layouts or bright color choices.

If your users associate you with precision or reliability, your typography, spacing, and color contrast need to reflect that.

2. Revisit your brand foundations

This includes your origin story, your “why,” your unique edge, and what you ultimately want to be known for.

→ Why this matters for design:

A brand with a bold, disruptive mission should never end up with a safe, corporate-feeling identity.

A brand focused on trust, longevity, or legacy might lean more toward timeless, minimal design.

For example, a startup that says they’re here to “accelerate growth” shouldn't use a slow, muted visual language.

Your energy should show in your design — through dynamic visuals, strong contrast, or kinetic layouts.

3. Get specific about your audience

Demographics are just one piece.

Go deeper into psychographics:

What do your buyers dream about? What frustrates them? What do they expect from a brand like yours?

→ Why this matters for design:

If your target audience is startup founders in their 30s, a dated, overly corporate design might repel them.

If you’re speaking to enterprise CFOs, design that feels too casual or whimsical might not build the trust you need.

Knowing what your audience values (e.g., innovation vs. tradition) helps guide the tone of every visual element.

4. Define your aesthetic boundaries

Ask:

• If your brand were a person, how would they dress? Speak? Move?

• What emotions should your design evoke?

• What colors or fonts feel completely wrong for your brand?

→ Why this matters for design:

This helps build your “yes” and “no” lists.

If a brand wants to feel straightforward and relatable, a slick, luxury-style layout won’t land.

If your brand is about bold thinking, you won’t want to default to beige palettes and safe typography.

This also helps align you and your designer from day one — so mood boards don’t become a guessing game.

We’ve now made this step part of every design process we run.

Because design isn’t just about what looks good.

It’s about what feels unmistakably you.

Getting there starts with asking better questions, not picking prettier fonts or colors.

So, whether you’re designing for your own brand or leading the charge for a client, start with clarity.

When you understand what the brand means, the design starts to make sense.

And when it makes sense, it resonates.

That’s how you go from “this looks nice” to “this feels right.”

Until next time,

Karthick Raajha.