Uber Travel Hub

Creative System

As Uber expanded its Travel offering with the launch of Travel Hub and Hotels, there was an opportunity to create a stronger, more cohesive creative approach that could flex across products, markets, and customer experiences.

My role was to define the creative direction and build the foundation for Travel’s global marketing. The toolkit established the visual language, art and photography direction, and messaging guidance, creating a clear framework for teams to build from. I then led an agency in bringing the system to life through the first campaign executions across CRM and web, including directing the creation of AI-generated imagery.

The work established a clear creative point of view for Uber Travel and a practical framework for bringing it to market. The first campaign demonstrated how the system could flex across channels and experiences, while giving regional teams and agencies a strong foundation for future work.