brand: Uber
PRoject: CONTENT CREATION
Team: FIREWOOD marketing
Role: Group creative director
Scaling creativity across the Uber ecosystem
Over four years, our team partnered closely with Uber across multiple business units, including Uber for Business, Uber Eats, Mobility, and Safety. What began as a redesign of the Uber for Business enterprise website grew into a long-term creative partnership supporting product launches, new features, rewards programs, learning platforms, and seasonal campaigns across the full digital funnel.
Our role was to help Uber evolve—translating new strategies, products, and visual systems into clear, high-quality creative at scale, while maintaining consistency, craft, and brand integrity across every touchpoint.
Launching products and programs
I helped build and lead a multidisciplinary team of creative directors, designers, copywriters, and production partners who operated as an extension of Uber’s internal brand organization. Over time, we developed a deep understanding of Uber’s systems, standards, and audiences—allowing us to move quickly, collaborate seamlessly, and deliver work at the pace and scale the brand demanded.
New apps and feature rollouts
Rewards programs and learning portals
Seasonal and lifecycle campaigns
A partnership built on trust
The real value of this work wasn’t volume—it was trust. Over time, we earned the ability to help Uber evolve its brand thoughtfully, responding to new business needs while staying grounded in a cohesive system. We learned the brand as intimately as an internal team, which allowed us to move faster, design smarter, and support meaningful change without disruption.
