Lyft Pink (Lyft)
Lyft needed a name for their membership program that was designed to increase both ride frequency and rider loyalty through an elevated Lyft experience. They needed a highly memorable name that was flexible in nature and would allow for the structure of the loyalty program to evolve over time.
Lexicon created the brand name Lyft Pink, a playful solution that further leveraged the company’s Pink equity. Lyft Pink matched the casual and conversational tone of the Lyft brand and represented a timeless solution that would continue to remain relevant, even as the benefits of the program changed.