Messaging Framework and Headlines

A repository of headlines for Uber to use broken down into functional, emotional, and product benefits. I also established a repeatable formula for the headlines to easily generate new copy as the service offering evolves in the future. That way, the internal team is able to pull a headline for any audience or application from social posts to printed one-sheets for doctor’s offices.

Campaign Taglines

The campaigns had a tagline with headlines and supporting copy—each with their own grounding campaign concept and target audience.