Uber Brand Marketing is a delightful blend of copywriters, art directors, and graphic designers helping to shape the way the world feels about Uber. Whether it’s a product launch, brand partnership, holiday campaign, or internal initiative, we work across channels to create the most compelling, unexpected, insightful, funny, striking assets possible. We collaborated with Product, Marketing, and other teams within Brand to produce videos, photos, websites, digital ads, packaging, environmental design, swag, and more. And we had a lot of fun doing it.
Branded Collateral & Environments
Uber Pool NYC Launch
With a 7 day turnaround from brief-in to media placement we were tasked to pick up old creative and repurpose it for a large regional campaign. Instead, we quickly took action to start brainstorming potential creative solutions that honored the size of the media buy. That month in NYC, temperatures were reaching 100 degrees and we used that insight to develop the winning idea. So, how did we convince people to get away from the crowded platforms, off the scorching blacktop, out of the sun, sweat, and grime? Well, what’s more tempting in times like these than a cool blue swimming pool? Only the offer that backs it up—$5 uberPOOL.
The New Uber App
The app that moves millions of people every day was rebuilt from the ground up. So we needed to create a launch campaign to show our riders what changed, how it works, and why it’s better than ever. And since Uber operates in nearly 600 cities worldwide, the audience for this campaign was about as global as they get.
Global Launch Video, Broadcast
New App Sizzle
Results
After the launch, we continued to show riders what’s new and improved through educational emails, paid social posts, in-app tutorials, and How To videos. The total number of media impressions for the campaign topped 63 million. But most importantly, this work had an immediate impact on the business—riders exposed to the marketing had a 20% jump in number of trips. And everyone had a faster way forward.
Driver Welcome Kits
The objective of this project was to develop a flexible welcome kit to set new driver partners up for success and communicate the Uber Brand clearly and effectively. A lot of work went into making this kit cot effective, environmentally friendly, useful and scaleable to any city in the world.
Uber Ice Cream
For just one day each summer, Uber delivers ice cream on demand in cities around the world. 2016 was the first year we designed Uber Ice Cream marketing collateral within our new brand. We wanted to give this global campaign its own flavor while still working in our new visual identity.
Good People, Good Things
The Uber brand hasn’t always had the best reputation. This was true inside the company and it created a real emotional slump not just for our team but the organization as a whole. Negativity became the rule, instead of the exception to it. And morale fell to the floor.
I challenged my team to do something about it and Good People, Good Things was born. The concept was simple. together, we can lift each other's spirits and make a difference in our everyday.
My Role:
Creative Direction, Strategy, Design Management
Lots of people touched all of this work and may not all be credited but I’ll do my best:
Design & Art Direction: Ali Fujii, James Bamford, Lauren Moreno, Shannon Hovick Thigpen, Tomoko Fushimi, Ben Kieffer, Chad Balanza, Catherine Ray, Mason Field, Zed Yasay, Clair, Sargam Gupta, Peter Markatos, Jess Duong, Roger Oddone
Copywriting: Ryan O’Neil, Ana Heller,Erin Schwarzbach
Production & Project Management: Tim Chi, Carey Head, David Keller, Amanda Fuches, Jen Solley, Arianna Pilram, Jesse Romero, Sam Heller