In 2023, employer brands in the tech industry, including Uber, faced significant challenges as they navigated a hiring freeze and the need to maintain a presence at tech conferences for talent acquisition, despite a lack of engagement opportunities. In response, I collaborated with a content strategy lead to develop and expand a global event marketing and branding toolkit. This initiative aimed to align with key diversity goals for the upcoming year, ensuring that Uber could present a consistent and on-brand image at events, fostering talent pipeline development in the face of challenging circumstances.
Through close collaboration with a content lead, I was able to build and scale six different toolkit systems each accompanying an entire suite of event collateral and digital assets for promotion campaigns. This empowered our TA teams an a la carte experience when collaborating with my team to build event collateral and infuse it with employer branding touch-points. Additionally, these systems were focused around one of our diversity resource groups to help the teams attending the events build a robust and diverse talent pipeline.
/Color Palette
Uber has a complex brand color system that plays on the types of content, line of business, and placement in the marketing funnel where an asset occurs. In employer brand, we treat collateral with a parent brand approach, leaning into the clean space of whites and blacks, and allowing color to come through with illustration, photography, and spot color that is influenced by all of the above.
Individually, each toolkit uses the hues seen in the Employee Resource Groups and various badges. This helped the teams create a solid anchor point for those on-the-fly moments. Some of the toolkits, like University, didn't have a badge to build a foundation on, so for instances like this I leaned into default app colors like blue.
/scaleability
The unsung hero behind the success of this project was the process implementation and design I helped build to turn our toolkits into do-it-yourself template-based assets. To do this we leveraged Uber's brand platform, Frontify, and their in-product template-building application (think a more basic version of Canva,) and a project management platform, Asana to create event project templates teams could use to engage our team.
Within Frontify, I built a mini-guideline system to better explain to a user how to build and launch their own event marketing collateral that was on brand, and quick. This saved countless hours for all teams involved over the course of the year, and allowed our team the time and space to dive into the mega events where a more custom approach was needed to yield greater impact.
