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

Previous
Previous

Hawk by Gigamon

Next
Next

Uber / Move like a Pro