Lyft

Rediscovering the miraculous in the mundane

Lyft launched in 2012 as a friendly, community-focused alternative to taxis and other ride sharing services. Its initial branding – embodied by the iconic pink mustache and a fist-bump shared across the front seat – positioned Lyft not just as a service, but as a social experience where drivers and riders could connect.

In the span of 12 years, what was once a disruptive concept had become a standard convenience expected by millions. From a rider and driver perspective, the two leading players are aesthetically different but, broadly speaking, functionally identical, with no clear brand reason to choose one over the other. 

JAM was engaged by Lyft to reposition the brand, harness the essence of joy, hope, and human connection inherent in their heritage, and transform it into a compelling commercial advantage within a category that equates invisible professionalism with the highest standard of service.