Uber needed a fresh, thoughtful way to launch Uber Teen Accounts—something that would excite teens, reassure parents, and still feel undeniably Uber.

The challenge
Uber was launching Teen Accounts, a key new product designed for families. The challenge? Create a campaign that would excite a new generation of riders while reassuring parents—all without losing Uber’s signature voice and design DNA.

My idea
We developed a vibrant, flexible sub-brand and a full creative system that could educate, inspire, and scale across global markets. The work struck a balance between playful and practical—speaking to both teens and parents while remaining undeniably Uber.

My role
I led creative from concept to execution—developing the brand system, designing assets, and building a toolkit that scaled across regions and channels. I balanced hands-on design with creative direction and close collaboration with the client, internal team, and Uber’s global brand team.

Credits: Robin Singer–Copy, Ben Harthun–Design, Mark Robson–Animation

The impact
The launch enabled consistent rollouts across international markets, driving awareness and adoption for a key strategic product. It laid the foundation for future campaigns targeting younger audiences, with the toolkit still actively used by Uber’s regional marketing teams worldwide.

Uber Teen Accounts Design System
A robust creative toolkit designed to help internal marketing teams easily scale, adapt, and activate campaigns across markets.

Templates that flex

I created five distinct design templates that worked as a cohesive system while flexing across key moments and use cases—From evergreen to seasonal and holidays, after-school activities, and general school and social scenarios, each template was crafted with adaptability in mind.

Creative Assets
How it all came together