If you are looking for a dynamic industry that is changing the future landscapes of cities, look no further than transportation. Jesse McMillin, VP Creative Director at Lyft, understands this better than most. Since he joined the company in 2014, Lyft has evolved from a simple ride-hailing company to a leader in developing autonomous technology.
And McMillin, no newcomer to the world of transportation after nearly seven years as Creative Director at Virgin America, where he created there iconic #safetyDance video, is helping Lyft navigate the path ahead.99U contributing editor Dave Benton sat down with McMillin to get a better idea of just what Lyft looks like from within and how it stays true to its fun personality while developing a brand sophistication befitting a company leading the way in autonomous driving.
How is being Creative Director at Lyft different from similar roles you’ve had at other companies?
I haven’t worked at a truly technology-focused start-up before, although I had that “transportation meets experience” world at Virgin America. At Lyft, it’s the combination of being a technology start-up and, at the same time, a human-driven company that is unique and what got me excited about the company in the first place.
Does having your headquarters in San Francisco make a difference in how Lyft operates or the company culture?
There’s the obvious answer that we are in the technology hub and San Francisco has a history and culture of progressive thinking. A lot of brands draw off that. It’s also one of the more beautiful places in the world with a positive, inspiring atmosphere and that attracts talent from all over the world.
It’s a community with an international perspective. When you think about how transportation works, for example, you get insight from people from different places. Also, San Francisco is an interesting transportation city. We don’t have a super easy and connected system, but we do have a dense population who need to get around, so it’s an interesting petri dish for thinking about the transportation systems the future is going to need and the way a young urban person is starting to think about the options they have.Having started your career in a hands-on design role, what is the biggest difference between directing a brand and making the piece of design you’re crafting?
When you are really trying to think about the creative direction for a brand or a company, you have to be a fan and an avid user of the thing. You have to want to dive into all the little details and experience it as your audience would. You also need to have a clear point of view that you want to communicate. I think a lot…
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