RIDE / DRIVE I’ve designed a lot of these brand books over the years, but still love the one we made for the Lyft pitch as a standout example of strategy and brand storytelling fused together into a highly entertaining publication. This tabloid sized book was printed tete-a-beche with one half of the book devoted to Ride culture and the other side to recruiting potential drivers. Intended to serve as a seatback publication in Lyfts nationwide, each spread was dedicated to a different aspect of the overarching campaign. The center spread was the pivot between each side of the book and concluded with these words: “Drivers are supposed to drive. And riders are supposed to ride. But when riders start driving, and drivers start riding, well then you’ve got a bunch of co-conspirators behind the wheel.”