Renée Lusano

As Art Director and Visual Designer for Obi, I expanded the brand’s existing visual identity into a more cohesive and versatile design system across digital platforms. Building on Obi’s established color palette, I developed a refined visual language for social media, marketing graphics, and web applications. I also designed the website redesign in Figma, translating the evolved brand identity into a modern, engaging digital experience with an emphasis on typography, layout, and visual consistency.

To establish a distinctive visual style for Obi’s social media and editorial content, I wanted to move beyond generic stock graphics and familiar illustration styles often associated with ridesharing, travel, and financial data. Through visual research and exploration, I developed a playful, colorful collage aesthetic that combines photography, graphic elements, typography, and brand logos into engaging editorial compositions.I also introduced color-coded vehicle graphics as a central design element, drawing on the instantly recognizable brand colors of major rideshare providers—such as Uber's black, Curb's green, or Lyft's hot pink. These vehicles became a recurring visual motif, adding personality and reinforcing Obi’s core purpose of comparing rideshare options.Together, these elements established a fresh, recognizable visual language that could be adapted across a wide range of topics while maintaining a cohesive brand identity.