In collaboration with Uber EMEA's agile in-house creative team, we crafted a unified mission statement and set of values, striving to nurture a cohesive global corporate culture and help employees connect their contributions to positive, real-world impact. The initiative went beyond traditional implementation, as the values, initially expressed through idents, quickly permeated various aspects of the organisation. Widely adopted, these values found a prominent presence in meeting rooms, Slack communications, merchandise, and installations, evolving into a distinct and pervasive identity within Uber's corporate fabric.