Lyft sees their drivers as not just employees, but as partners. To help express how valued each driver is, we developed a series of personalized communications to celebrate their milestones, from earning achievements and positive reviews, to the number of rides and years driving with Lyft.

Drivers are always on the move. We needed to create emails that could catch their attention quickly. So we designed a series of email-friendly GIFs that showcased celebratory dances and achievements, each customized to different driver demographics.

To celebrate drivers' birthdays, we made a personalized music video, complete with an originally composed track and a quirky set of illustrated characters singing Lyft’s praises for their driver partners.