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.