The Ask
Created a vibrant, scalable global sub-brand for Uber Teen—balancing playfulness with clarity
to build parent trust while staying unmistakably Uber.
My role
As ACD, I led concept and design—managing a cross-functional team of designers and animators,
and partnering with Uber leadership to shape and evolve the brand at scale
Credits: Robin Singer–Copy, Ben Harthun–Design, Mark Robson–Animation
The impact
The launch tripled teen sign-ups in the first quarter and boosted parent approval in key markets.
The toolkit was adopted by 20+ global teams and set the standard for Teen-focused campaigns.
Uber, but make it teen
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
Scaled CRM Campaign
