Uber. Showing Up.

Global masterbrand positioning and creative platform.

Uber needed a positioning that could unify the Rideshare and Delivery lines of business, elevate the brand emotionally and pave the way for future product & service extensions.

We built a strategic positioning that tuned into the emotional power of Uber’s reliability: wherever, whenever, you can count on Uber to show up. We expressed the strategy in a creative platform lifted from the UI of the app itself: On Our Way.

Launched to coincide with the 2024 Olympic Games, the masterbrand positioning underpins everything from product launches to sponsorships to KOF communications.