ANNE MARIE LONGTINE
CONCEPT // CREATIVE DIRECTION
Uber Arena & Uber Eats Music Hall
One of my most ambitious and high-impact projects to date was leading my talented creative team for the rebrand of two of Berlin’s most iconic entertainment venues: the former Mercedes-Benz Arena and the Verdi Music Hall.
This marked Uber’s first global naming-rights initiative,
a landmark moment for the brand.
We transformed the entire complex into the Uber Arena and Uber Eats Music Hall, delivering a comprehensive brand overhaul that spanned far beyond naming.
This multi-dimensional rebrand encompassed:
Brand Identity & Guidelines
Creation of the visual identity, brand system, and usage guidelines tailored for physical and digital environments.
Environmental Design
Strategy and design for architectural touchpoints including signage, wayfinding, digital screen content throughout the venues, and guidance for the Uber Suite redesign.
Messaging & Content Strategy
Developed end-to-end messaging frameworks for fan interactions before, during, and after events, with contextual integration of Uber and Uber Eats offerings.
Website & Digital Experience
Provided strategic direction for the redesign of the venues’ digital platforms to align with the new brand voice and visual system.
This project was a substantial shift in how a global brand shows up in physical space and becomes part of a cultural experience in Berlin.
CREATIVE DIRECTOR | Anne Marie Longtine
CLIENT | Uber, Uber Eats, AEG
AGENCY | Scholz & Friends Berlin