Uber · App Store & Play Store

Localizing the Driver app at scale

Following Uber’s 2018 global rebrand, I updated and localized 795 App Store and Play Store assets across 43 locales, keeping every region accurate, on-brand, and pixel-perfect.

795
Assets updated & localized
43
Locales supported
4
Full rebrand & update cycles
2018
Uber global rebrand
Company
Uber
Project
Driver App Store & Play Store
Time
2018
Role
Production Designer

Following Uber’s 2018 rebranding, I was responsible for updating and localizing 795 individual assets across the Driver App Store and Play Store. I worked closely with the Localization team to make sure every creative asset represented the right region and surfaced the right information for 43 distinct locales.

Rebranding at scale

I refreshed the full App Store and Play Store presence four separate times across rebrands and app updates, rolling new copy, fonts, colors, and UI through every screen while keeping the storefront consistent end to end.

Localized down to the detail

Each locale meant far more than translation. I updated language, currency, photography, time formats, units of measurement, fonts, and product features so every regional store felt native rather than adapted.

Every device, every region

Beyond the UI, I built and localized assets across a full device matrix, Android, iPhone 8, iPhone X, iPad Pro, and iPad 2nd-gen, so the rebrand landed cleanly on every screen size and platform.

Impact

795

Individual App Store and Play Store assets updated and localized after the 2018 rebrand.

43 locales

Each localized for language, currency, imagery, units, time, and product details.

4×

Full storefront refreshes shipped across rebrands and app updates, kept consistent throughout.

Reflection

The real work here wasn’t any single screen, it was holding one brand together across 43 locales, five device families, and four rebrands without a single asset slipping out of sync. Localization at this scale is a production discipline: get the system right and the storefront stays unmistakably Uber everywhere it ships.

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