GFB3

George F. Baker III, also known as GFB3, is an Atlanta-based creator, muralist, illustrator, designer, and creative director. Nebraska-born, Detroit-grown, and Atlanta-raised, George’s work is rooted in play, connection, and the belief that art can bring people closer to themselves and one another.

His colorful, character-driven style has become part of Atlanta’s visual landscape, appearing across murals, public art projects, brand collaborations, and community spaces throughout the city. His work is bold, joyful, and instantly approachable, often using playful forms and expressive characters to spark recognition, conversation, and delight.

George brought that same spirit to Darcie, a Serve robot designed to feel unmistakably at home in Atlanta.

George’s design turns Darcie into a rolling portrait of Atlanta’s people.

The wrap uses bold blocks of color, cartoon-like faces, and energetic shapes to give the robot warmth, movement, and personality. The forms were inspired by the mix of people George sees throughout the city, creating a design that feels bright, communal, and rooted in everyday Atlanta life.

Darcie is designed to stand out, but in a way that feels friendly and familiar. Her round eyes, colorful exterior, and expressive artwork make her feel less like a machine passing through the city and more like a character becoming part of it.

Design inspiration: Atlanta’s people, neighborhood energy, playful characters, public murals, color, connection, and everyday moments on the street.

Design personality: Friendly, joyful, curious, colorful, and proudly Atlanta.

The Atlanta Journal-Constitution featured Darcie as part of Serve’s Atlanta launch, highlighting George’s design and the way the robot brings local art into the delivery experience.

The story described Darcie as having “round, friendly eyes” and wearing a colorful mural by Atlanta-based artist and illustrator George F. Baker III. The article also noted that Darcie was part of Serve’s Atlanta launch, delivering through Uber Eats from local restaurant partners including Rreal Tacos, Ponko Chicken, and Shake Shack.

For George, the design was about reflecting Atlanta itself. His artwork celebrates the variety, personality, and creative force of the people who make the city what it is.

CTA: Read the AJC feature

Serve introduced Darcie alongside its Atlanta delivery robot fleet, with service in areas including Midtown, Old Fourth Ward, and downtown Atlanta.

George’s artwork gives Darcie a bold, playful visual identity inspired by Atlantans he has seen throughout the city.

The artwork helps Darcie feel expressive, approachable, and rooted in the place she serves.

As Darcie moved through Midtown, George watched proudly and said, “That’s Darcie. That’s my girl.”