Advertising Brand Book: Uber

This semester-long project tasks students with forming a five-person advertising agency to research, develop, and execute a comprehensive Brand Book for a selected brand within the personal transportation category. The assignment emphasizes strategic thinking, market analysis, creative concepting, and visual communication. Students translate research insights into cohesive advertising solutions, ensuring alignment between brand identity, messaging, and audience engagement across multiple touchpoints.

The final Brand Book integrates a creative brief, advertising research and analysis, original copywriting, print and digital advertising concepts, and a proposed brand activation event. The project culminates in a formal group presentation, simulating a professional agency pitch environment and reinforcing collaborative workflows common in the advertising industry.

3-Piece Print Advertising Campaign — Uber

As part of the Brand Book, the team developed a three-piece print advertising campaign for Uber, focusing on clarity, consistency, and brand relevance within the urban mobility landscape. The campaign visually and conceptually reinforces Uber’s core values—accessibility, reliability, and seamless movement—while maintaining strong alignment with the brand’s established tone and visual language. Each execution functions independently while contributing to a unified campaign narrative designed to resonate with a broad, modern audience.