Want to know a secret? I may have to write brand manifestos pretty often, but I actually despise (most) brand manifestos. 

And because your typical brand manifesto (sentence fragment. Sentence fragment. Sentence fragment. Single word. SYNONYM. SYNONYM. SYNONYM!) just didn't feel like Lyft, I wanted to turn our latest on its head when I was tasked with writing something up to introduce our new brand guidelines.

At the end of the day, Lyft is about the Lyft community of riders and drivers — as well as the connections these two groups make day in and day out. I didn't want to distract from that. So I first wrote a silly, generic manifesto, crossed out some words, and there it was: the antibrand manifesto that was a direct reflection of the fun, tongue-in-cheek, slightly irreverent identity we still wanted to hang onto ... even if the brand was growing up.