Jesse McMillin's résumé is pretty badass. He was a pro skateboarder before becoming a Graphic Designer at Levi Strauss & Co., Senior Designer at Nike, and most recently, the Creative Director for Virgin America. Now he's joined the team here at HQ to bring a fresh perspective to ridesharing's friendliest brand. Sit back, relax, and chat about the future of Lyft with our Creative Director.
How is being a Creative Director at Lyft different from similar roles you've had at other companies?
I’d say what’s interesting about Lyft from a Creative Director standpoint is that, for one, it’s a very new concept. It’s in an industry that’s growing and changing every day. That offers a lot of challenges but also a lot of opportunity — you can reinvent and think of things differently than you might for a very established brand.
What's your vision for Lyft? Where are we headed in the next year?
What I find most interesting about Lyft, and where I hope we go as a brand, is to be the leader of this connected ride experience — this very personalized, human, and emotive moment that you’re sharing. That’s a place where we could offer something very different from any of our competitors.
Is Lyft still “Your friend with a car?”
Language is something that comes and goes. Brands like to try on new outfits and wear different taglines or verbiage. I think the spirit of “Your friend with a car” is inherent to the brand — the idea of getting into a ride with somebody and connecting with them in an interesting and new way. Whether you want to call that “your friend with a car” or “the most interesting ride experience in the universe,” it could be any number of things, but the spirit is all the same.
What can drivers do either in their cars or with each other to enact your vision for Lyft?
If every driver out there could think about the experience they’re delivering to passengers and find inspiration in the littlest moments… To me the devil is really in the details, and it’s all those little things we do as a brand that add up and create something amazing.
As a community, if we’re constantly innovating and finding those special little moments to bubble up and share with each other, that's what can really set us apart.