Uber
brand.Uber.Com
One Uber. One resource for guidelines, playbooks, templates, and assets.
As the Brand Experiences Lead at Uber, I directed the architecture, design, and strategic governance of the central brand portal, brand.uber.com, built on Frontify. This governed ecosystem supported over 5,000 monthly average users and housed 350,000 unique assets across six dedicated sub-portals.
Brand.Uber centralized dozens of brand and sub-brand guideline documents across Uber’s shared identity system, unique expressions for Uber Mobility, Uber Eats, Uber for Business, Uber One, and more. It outlined the core brand strategy and architecture to guide brand executions with the company mission to "Reimagine the way the world moves for the better".
Timeline:
Jan. 2021 - Apr. 2021 (Launch)
Jan. 2021 - Sept. 2026 (Maintenance)
Role: Brand Experiences Director
Frontify x Uber
brand.uber.com launch:
Centralized Brand Hub: Over 20,000 Uber employees globally now use one login on Frontify to access unified brand guidelines, templates, and assets.
Flexible Modules: The platform accommodates distinct sub-brands, regions, and acquired companies with modular typography, colors, and icons.
Built-in Compliance: Assets feature automatic usage-rights tagging to protect legal standards and quicken creative workflows.
Self-Service Updates: Content owners update or retire pages organically without needing technical support.
Architecture & Governance
Systemic Architecture & Asset Management: Guided the creation and user access of dozens of asset libraries, managing expansive logo matrices, dynamic templates, go-to-market toolkits, design system documentation, and sub-brand portals such as Uber’s Editorial Style Guide, Email Design System, and Global Production Playbook.
Generative AI Guidelines: Developed and documented comprehensive GenAI guidelines featuring mandatory content creation checklists, onboarding procedures, and official guardrails for utilizing GenAI photography libraries and product user interface creation.
Creative Playbooks: Authored and integrated applied creative playbooks detailing best practices for specific applications like co-marketing, activations, and varied marketing channels to ensure consistent global execution.
Platform Engagement & Updates: Team created and launched the "On Brand by Uber" editorial hub to highlight fresh launches, project spotlights, and brand evolutions, creating a centralized window into the craft and creativity fueling the brand.
Select pages from brand.uber.com
