To launch Teen Accounts, Uber needed more than just a campaign—they needed a brand within the brand. One that could excite a new generation of riders, reassure their parents, and feel unmistakably Uber.

The challenge
Earn parents’ trust while introducing Uber Teen. We needed a brand approach that built confidence without straying from Uber’s core—and a global design system flexible enough to scale year-round and guide all future teen-focused work.

The idea
We created a vibrant, scalable sub-brand and design system that struck the right balance of playful and practical—speaking to parents with clarity and reassurance, all while staying distinctly Uber.

My role
As ACD, I led concept through global rollout—mentoring the team, directing cross-discipline work, and partnering with Uber leadership to shape the narrative, sell through bold ideas, and drive alignment. 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 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
We 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.