Uber—Leading Safety and Inclusion
Role
Creative Director and Lead Designer
Brief Ask
Create a pitch for how the Uber brand can visibly stand for and lead the conversation around women’s safety.
Criteria for Success
Uber evaluated the pitches based on which best highlighted Uber as the trusted ride-share partner and a leader for women’s safety.
Our pitch was chosen as a select finalist, leading to us pitching in front of Uber’s entire branding and communication teams.
Consumer Insight
Women of color disproportionately face mistreatment on ride-sharing platforms, and the lack of a social contract in these situations leads to a sense of unease.
Strategy
Empower women of color, engaging them in every aspect of the conversation, to create a safer service for all.
Illustrations
A diverse illustration refresh to humanize misrepresented people from all cultures, backgrounds, and abilities.
Safety Contract
A printed, laminated version of the safety contract is present in every Uber back seat pocket, accompanied by a digital version on the mobile application. Riders and drivers will be required to agree to it using their phones before continuing on the app.
Guardian Angel Campaign
This campaign celebrates the real stories of drivers who have acted as Guardian Angels and pioneered safety for Uber. This campaign will launch alongside a service that allows passengers to partner with a Guardian Angel who will personally monitor their ride using in-trip audio recording and messaging.
