Alyssa Foote
Art Director & Illustrator
Uber for Business Case Study
Bringing clarity and confidence to Uber’s enterprise offering with a refreshed visual identity and storytelling framework.
As the lead art director on this project, I partnered with the Uber for Business marketing team to reimagine the visual language and create a visual strategy for their B2B communications.
The team faced a series of challenges: enterprise clients needed a clearer, more premium brand presence that better reflected Uber’s evolving offerings. The existing visuals felt outdated and were lacking empathy for the customer and not reflecting Uber’s updated brand language. Our task was to create a more strategic, scalable system that resonated with enterprise clients and elevated the value proposition of Uber for Business.
I led the development of a storytelling-heavy illustration system, directed the visual language across key marketing channels, hired and managed external talent, and delivered print and motion-ready assets for campaigns, landing pages, social media, in-app marketing, and executive decks.
The refreshed visual system played a foundational role in elevating how Uber for Business communicates with enterprise audiences. By aligning the visual identity with Uber’s core brand and introducing empathetic and dynamic storytelling, we helped establish greater clarity, credibility, and trust. As Uber for Business expanded to support over 170,000 organizations worldwide, our work laid the groundwork for deeper engagement through polished campaigns, strategic collateral, and cohesive storytelling. The system supported the brand’s evolution, not just in transportation, but in new offerings like event rides, guest travel, and customer engagement which solidified Uber for Business as a key growth driver within Uber’s portfolio.
Illustration Credit: Michele Marconi
The team faced a series of challenges: enterprise clients needed a clearer, more premium brand presence that better reflected Uber’s evolving offerings. The existing visuals felt outdated and were lacking empathy for the customer and not reflecting Uber’s updated brand language. Our task was to create a more strategic, scalable system that resonated with enterprise clients and elevated the value proposition of Uber for Business.
I led the development of a storytelling-heavy illustration system, directed the visual language across key marketing channels, hired and managed external talent, and delivered print and motion-ready assets for campaigns, landing pages, social media, in-app marketing, and executive decks.
The refreshed visual system played a foundational role in elevating how Uber for Business communicates with enterprise audiences. By aligning the visual identity with Uber’s core brand and introducing empathetic and dynamic storytelling, we helped establish greater clarity, credibility, and trust. As Uber for Business expanded to support over 170,000 organizations worldwide, our work laid the groundwork for deeper engagement through polished campaigns, strategic collateral, and cohesive storytelling. The system supported the brand’s evolution, not just in transportation, but in new offerings like event rides, guest travel, and customer engagement which solidified Uber for Business as a key growth driver within Uber’s portfolio.
Illustration Credit: Michele Marconi
Role: Associate Creative Director
Contribution: Visual identity, illustration system, brand storytelling, external artist art direction and management
Duration: Three Months
Illustrator: Michele Marconi
Contribution: Visual identity, illustration system, brand storytelling, external artist art direction and management
Duration: Three Months
Illustrator: Michele Marconi
Concepting
Before and Afters
Illustrations and Campaign Executions
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