Lyft Rebrand Photography

As part of Lyft’s larger brand refresh led in partnership with Koto, we provided art direction for a large-scale lifestyle photoshoot, shot by Caroline Tompkins and Dustin Aksland in Atlanta, Brooklyn, and San Francisco. The purpose of the project was to expand the company’s visual library and bring the updated identity to life. The approach emphasized a candid, cinematic, and photojournalistic style—-capturing natural light, in-action energy, and the “moments between moments” that make everyday life feel authentic.

We defined casting, wardrobe, and location approaches, and developed a shot list that reflected Lyft’s values of inclusivity, connection, and everyday authenticity. Working hand-in-hand with Lyft’s brand team, we oversaw execution across multiple days and locations of production, resulting in a versatile image library for campaigns, digital platforms, and long-term brand storytelling.