Alyssa Foote
Art Director & Illustrator
Uber
As an Associate Creative Director at Uber, I helped shape and guide the refreshed global illustration system, leading art direction, creative strategy, and cross-functional alignment across brand, product, and marketing. I joined during a major brand refresh, at a time when the illustration ecosystem had become fragmented across teams, products, and regions following pandemic-era layoffs. With no centralized illustration team, marketing and product teams were left to commission ad hoc artwork, resulting in a disjointed, inconsistent visual identity. My focus was to rebuild a scalable, emotionally resonant system that aligned with Uber’s refreshed brand values (“Bold, Direct, With Heart”), restored visual cohesion, and empowered decentralized teams to tell clear, unified stories through illustration.
Please feel free to contact me for in-depth case studies regarding illustration systems and campaign strategy!
Role: Associate Creative Director
Teams: Brand & Creative Team
External Partners: The Jacky Winter Group, Synergy Art, MUTI, Folio, Closer & Closer
Creatie Directors: Dan Schwer, Danielle Hawley
Design Director: Brian Coonce
Brand Managers: Shauna Derby, Max Hollander & Molly Reynolds
Storytelling in Action
Illustrations were designed to reflect Uber’s brand voice through dynamic compositions, striking color contrasts, and confident shape language. Each image was created to support narrative clarity and emotional resonance across key product touchpoints. Characters and compositions were designed to showcase a life in motion. Illustrations by Ross Murray.
Using Brand Storytelling to Guide the User Onboarding Experience
Illustration was used to signify the beginning of the Uber experience, welcoming users with a metaphorical signpost that reinforces wayfinding, clarity, and a sense of momentum. By channeling the brand voice (bold in composition, direct in communication, and with heart in tone) we set the stage for a user journey that feels purposeful, trustworthy, and human from the very first screen. Illustrations by Jason Solo.
Illustrations to guide new features and updates
Illustrations played a key role in introducing new product features or design updates to users. By visually highlighting updates in an engaging and accessible way, they helped drive awareness and ease adoption. Illustration by Michele Marconi.
Uber for Family and Teens
To make ridesharing and food delivery feel safer and more intuitive for families, Uber for Families & Teens needed a trustworthy, engaging visual identity. I led the art direction and execution of a cohesive illustration system, collaborating with product and marketing teams to ensure consistency and brand alignment across all touchpoints.
Parent-facing visuals featured a soft, safety-focused palette, while teen-facing visuals embraced a vibrant, dynamic aesthetic. Illustrations were set in cinematic, immersive environments, depicting family-friendly scenes that evoke safety, trust, and connection.
Illustrations by Michele Marconi (above) and Ross Murray.
Driving Engagement and Clarity in Email Campaigns
Illustration helped our emails stand out in crowded inboxes by grabbing attention quickly, reinforcing key messages, and adding warmth to performance-driven content. Whether promoting new features or guiding users through safety updates, visuals brought clarity, consistency, and brand storytelling to every campaign. Illustrations by MUTI and Steve Scott.
Uber for Business
To drive enterprise adoption (pun 100% intended), Uber for Business needed a refreshed visual approach that felt both premium and trustworthy. I led the art direction and execution of high-impact visuals across multiple platforms, ensuring consistency, brand alignment, and increased engagement. Illustrations by Michele Marconi. Case study can be found here.
Uber Eats
I partnered with the Uber Eats team to develop a suite of illustrations supporting the launch and growth of their grocery delivery segment. These visuals featured vibrant color palettes, food-forward compositions, and relatable scenes of everyday shoppers, bringing warmth, clarity, and storytelling to this emerging vertical. Illustrations by MUTI.
Illustrating the Rider Journey
As part of the core user journey, we used illustration to support emotional states during key ride moments. For the “ride requested” stage (often a moment of anticipation or stress) we introduced calm, reassuring visuals. This illustration of a driver preparing for pickup personalizes the experience, signaling readiness, reliability, and trust. Illustration by Jason Solo.
Accessibility in Action
Illustration played a key role in representing Uber’s commitment to accessibility. These visuals below featuring a rider using a wheelchair approaching a WAV (Wheelchair Accessible Vehicle) and a blind rider arriving at the airport reinforce inclusion while normalizing accessible experiences as part of the product journey. By integrating accessibility into our illustration system, we helped set the tone for a more welcoming, representative Uber experience. Illustrations by Steve Scott.
Uber Gift Cards: Enhancing Brand Alignment and User Engagement
The original gift card visuals didn’t clearly communicate their value, purpose, or feel aligned with Uber’s voice. I collaborated with product managers to reimagine them through the lens of our new storytelling system, using bold palettes, intentional framing, and reimagining everyday scenarios to feel more expressive. These updates brought the visuals in line with Uber’s new voice, making the gift card experience feel more thoughtful, cohesive, and on-brand. Illustrations by Ross Murray.
