Relaunching exclusive rewards like a Pro
I led the design and art direction for the launch of "Move Like a Pro"—a performance-based rewards program created to recognize and retain top Uber drivers. What began as a simple toolkit quickly evolved into a robust, multi-channel campaign focused on boosting engagement and long-term loyalty.
We developed a distinct design and messaging framework specific to Uber Pro, along with a comprehensive suite of assets: a dedicated landing page, custom illustrations, emails, in-app visuals, and a series of videos. The final deliverables also included a comprehensive brand toolkit to ensure consistency across all platforms, empowering internal teams to build assets independently while staying true to the creative vision.
The toolkit spanned 50+ assets across launch and post-launch, designed to engage and excite Uber drivers and earners as well as build recognition.
I started by creating a visual framework for Uber Pro—a set of brand guidelines that felt instantly recognizable and easy to scale. It included a tier-based jewel color system, driver photography emotive type and custom illustrations.
I collaborated with Paola Cabrera to develop a set of custom illustrations focusing on rewards and benefits
Which became a staple of the toolkit and sprinkled throughout all assets
Visuals were infused with implied motion and Uber Pro’s four core colors—each representing a different earnings tier.
We built a scalable messaging and design system that allowed for playful animated and static wordplay that communicated to drivers what it means to “move like a pro.”
We sent in-app learning pages to existing earners, highlighting the savings, perks, and exclusive rewards available to them
To top it off, I designed a series of videos to generate excitement around the campaign—including a sizzle reel, launch video, tier-specific spotlights, and “how it works” explainers. I led storyboarding and partnered closely with an animator to bring each detail to life.
Sizzle Reel
How It Works
Gold/Platinum rewards
Plus storyboard
Diamond rewards
Plus storyboard
