DashPass, DoorDash’s all-access membership program, needed to evolve into a brand that feels as expansive as its offering, yet as close as the places it connects you to. The challenge was to build an identity that carries generosity at every level: bold, vibrant, unmistakable, yet grounded in the texture of neighborhoods and everyday life. To balance scale with softness, system with spontaneity. To make “more” feel personal.
Built around the idea “Your Pass to More,” the identity turns generosity into something you can see and feel. A dynamic “Pass” frame becomes a window into everything that’s nearby, a flexible device that captures the richness of what DashPass unlocks, from local gems to daily essentials. A distinctive purple leads the system, bold and energetic. The typographic system is elevated by pairing DoorDash’s TT Norms with a new expressive, condensed headline style, bringing added energy, clarity, and impact across every touchpoint. Photography leans into proximity, celebrating the everyday through playful, abundant still lifes that feel sourced from just down the street. The result is an identity that scales without losing its human touch, so much so that its visual and verbal language went on to influence the broader DoorDash brand.
Built around the idea “Your Pass to More,” the identity turns generosity into something you can see and feel. A dynamic “Pass” frame becomes a window into everything that’s nearby, a flexible device that captures the richness of what DashPass unlocks, from local gems to daily essentials. A distinctive purple leads the system, bold and energetic. The typographic system is elevated by pairing DoorDash’s TT Norms with a new expressive, condensed headline style, bringing added energy, clarity, and impact across every touchpoint. Photography leans into proximity, celebrating the everyday through playful, abundant still lifes that feel sourced from just down the street. The result is an identity that scales without losing its human touch, so much so that its visual and verbal language went on to influence the broader DoorDash brand.
DashPass by DoorDash
Base, 2025Creative Direction: Min Lew
Design: Ross Gendels, Carlos Bocai, Darius Wang, Craig Parsons
Motion Design: Mike Kelly
Photography: Bobby Doherty
Project Manager: Harry Laverty
Case Study Design: Lorena Ortiz, Carlos Bocai
Doordash Creative Director: Adriel Nunes
