Go-Get global product launch campaign

Go-Get is Uber’s annual global product event, introducing new products, features and partnerships to media and customers worldwide. For the 2024 launch, I worked within a small cross-functional team to define a scalable campaign design system that unified product storytelling across web, email, and social surfaces while supporting a global rollout.

The project required balancing brand narrative, evolving product UI, and localization across multiple regions under aggressive timelines. By establishing a flexible design framework early, we enabled teams to produce and adapt campaign assets quickly while maintaining consistency across channels, ensuring a cohesive launch experience at global scale.

Responsibilities

Concepting, UX, Visual Design and asset production

Client

Uber

2x

Increase in digital views vs. 2023

5M

Impressions +102% increase YoY

200

Journalists attended the live event

Developing an approach

Armed with an initial product release list and a theme of “better together” we started gathering campaign inspiration into concept mood boards. Looking for ideas on how we could creatively convey the idea of connection and coming together. Two strong concepts came out of this exercise. The idea of blending brand colors together really resonated with the team. I began exploring ways we could extend this approach to the digital surfaces.

Challenge

Six product launches were announced simultaneously, requiring a unified visual system that could scale across multiple surfaces while adapting to changing product details late in the process. The campaign also needed to support global translations, platform limitations, and tight production timelines without sacrificing clarity or brand consistency.

Building a modular campaign system

Rather than designing individual assets, we developed a flexible visual system that allowed teams to scale layouts and messaging across deliverables. This ensured consistency while enabling rapid iteration as product details evolved.

Designed with global reach in mind

Simplifying product UI for storytelling

I audited product surfaces and distilled complex flows into simplified UI moments that clearly communicated new features while remaining adaptable for localization and last-minute updates.

Designing assets for global scale

All layouts were created with translation and licensing constraints in mind. I collaborated closely with localization teams to manage over 200 translated assets while maintaining visual consistency across regions.

Getting the word out

Event emails

I created a series of emails for all phases of the campaign. Including event invites to journalists and tech influencers. For the general public, event teasers urged people to tune into the live stream. Afterwards, a post-show recap email of the products and features released pulled everything together.

Social posts

Utilizing the visual identity of trailing and blending colors, I created detailed storyboards for social media posts. Our animator brought these designs to life connecting them to the other assets in the campaign.

Outcomes

2x increase in views

Compared to the 2023 event digital content.

5M impressions

A 102% increase year over year.

200 journalists

Attended the live event in New York.