Instilling empathy into UBER's brand journey

In the transition from startup to international brand, UBER needed to speak in a tighter, more relatable voice. Starting with UX copy and growth campaigns, we led the creation of content that focused on “who we care about, and what they care about.” As our work expanded to larger branding initiatives, we documented guidelines for an emotionally intelligent voice that would follow the organization as it spread to new markets.

"A ride without reservations."

“No matter how you roll, we've got you covered. From luxury to low-cost, and everything in between. All rated and approved by people like you.”




‣ voice guidelines

‣ mobile app copy

‣ taglines & ads

‣ social ads

​‣ email campaigns


#editorial strategy #product copy #website content #email campaigns #landing pages