Chinese New Year, or Lunar New Year, is a huge celebration in many parts of the world. With a prevalent East Asian and Pacific Islander community in Uber’s rider and driver-base, we were excited to celebrate this special occasion in our key markets across SENA (Southeast, East, and North Asia): Singapore, Hong Kong, Taiwan, Malaysia and Indonesia. In partnership with brand marketing and regional teams, we created the following illustrations for their campaigns.
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Team members / roles
Team members / roles
- Tara Shahian - Lead Producer
- Jennifer Hom - Lead Illustrator
- Alice Yang - Illustrator
- Mason Field - Brand Designer
- Derek Pante - Motion Designer
- Rosie Johnson - Regional Manager
From Taipei to Toronto, Lunar New Year is a vibrant celebration of life, luck, and light.
From parades and special sweets like nián gāo to lighting firecrackers and handing out hóngbāo, we sought to capture a small slice of this magical, joyous occasion.
Year of the Rooster
On January 28th, 2017 we entered another year of the Rooster. When celebrating Lunar New Year, red is a dominant color as it symbolizes good fortune. We complemented our red with orange, gold and yellow, while avoiding black and dark colors, which are considered inauspicious. We developed a custom color palette to best represent the traditions and symbolism associated with this holiday.
We featured the Rooster and drew inspiration from traditional Chinese landscape paintings of misty mountains, set against a festive firework display.
While dragons are also used for festival seasons, the lion is more commonly associated with Lunar New Year and relevant across all regions. We didn’t have time to create a hero illustration for Lion Dancing, but included one in our icon set. You may have seen these in your Uber feed depending on the available promotions in your region.
The icons lean more on yellow versus red to avoid conflicts with our established CTA (Call To Action) color in marketing materials.
To ensure that the illustrations aligned with the larger visual identity system, we created a visual identity kit that included a custom pattern and brand palettes. Therefore regional teams were empowered with the appropriate guidelines when developing new assets for their campaigns.
Thickness of bands indicates relative prominence.
Custom patterns are designed to celebrate Lunar New Year
Icons developed specifically for Lunar New Year help to celebrate the special occasion.
Celebrating culture and diversity
This project is part of a larger celebration of the culture and diversity across the 600+ cities we serve. Through custom illustrations and branded experiences, the illustration team has created work celebrating a wide range of special cultural occasions, like Diwali, Easter, St. Patrick’s Day, Valentine’s Day, Black History Month and Christmas. We look forward to celebrating many more!