Lyft Campaigns
User Experience
Marketing
Branding
Visual design
Conten Strategy
Lyft
Over the last three and a half years, I have collaborated extensively with Lyft, actively engaging with their marketing teams across various lines of business, including growth, fleet, and TBS (Transit, Bikes, and Scooters). During this period, I conceptualized, designed, and oversaw a diverse range of marketing campaigns and initiatives, varying in scale from small to large. Working closely with VPs of Marketing and Design, as well as writers and Associate Creative Directors. As the partnership deepened, my role evolved to encompass creative oversight of 80% of the marketing projects, reflecting the trust and confidence Lyft placed in my expertise.
The Pinky Swear Campaign
/ Marketing goal
Get the driver segment to maintain the same driving hours week over week by demonstrating Lyft values their partnership. The Pinky Swear campaign, strategically crafted in response to driver research, addresses the three key pain points identified by drivers. Named after the concept of making a promise, the Pinky Swear initiative embodies the commitment to enhancing the overall driver experience.
/ My role
I lead the strategic direction and design, crafting compelling emails, engaging landing pages, in-app communications and a promotional video to bolster its impact. My role involved strategically shaping the visual identity, ensuring it possessed a distinctive yet adaptable visuals for seamless integration across diverse deliverables—both in the present and future. Collaborating closely with my writing partner and the Associate Creative Directors overseeing design and content, I ensured a harmonious and effective execution of our creative vision.
Initial results after ~6 weeks from the launch of the campaign, were exciting and positive. More responsive in driver hours and weekly active drivers.
+0.67%
More driver hours recorded
+0.54%
Weekly active drivers
56%
of profitable drivers have a more positive opinion of Lyft after seeing the campaign
Safety Messaging Update
/ Marketing goal
Update safety messaging across emails, webpages, email safety modules and internal safety guidelines with the aim to remind drivers and riders that Lyft is looking out for their safety.
/ My role
The project aimed to enhance safety for both drivers and riders through thoughtful communication. My role involved art directing three distinct landing pages (overview, driver, and rider) and designing impactful emails to effectively reach and inform both drivers and riders about the safety updates. As the lead oversight, I ensured the content and design elements were presented in a manner that was easily digestible for the target audience. This included ensuring a harmonious balance between informative content and visually appealing design.
Capital Bikeshare - Social Campaign
/ Marketing goal
Enhanced visibility of the University membership offer through socials and tangible resources that will lead to more sign-ups. With an aim to also foster heightened social engagement metrics, including increased likes, shares and clicks.
/ My role
In my capacity as Creative Oversight for the project, I played a role in ensuring a unified campaign while elevating visual elements for each launch within the broader initiative. My responsibilities included conducting feedback sessions, where I provided constructive input to refine and enhance creative components. Additionally, I actively contributed to the project's inception by supporting initial concept development and participating in brainstorming sessions to shape innovative directions and ideas.
