Uncovering the heroism in a humble software brand
Upland, a software company whose products serve some of the biggest organizations across nonprofits, political campaigns and social movements, came to The Graphic Standard to build a brand that would stand out among their software competitors and serve as an inspiring symbol for employees to rally around.
Project services
Logo design
Visual identity
Brand guidelines
Web design
Team
Myself - Designer
John Norton - Designer
Gray Luckett - Designer
Shane Bzdok - Designer
My role
Each team member designed a direction for the visual identity, and my design was selected by the client. I then worked with John Norton to evolve the design and define it across the new website.
The Project
In concert with a phase of work conducted by our brand strategy partners, who defined Upland as a brand that “takes on everyday barriers with heroic enthusiasm,” I designed a unique visual identity that represented the company’s heroic yet approachable brand personality.
The end result was a “Heroic U” logo paired with a visual identity that featured mathematically inspired graphics, a bold color palette, and full-color photography showcasing real people getting work done—all framed in a hard-working modular grid. This identity showcased Upland as a brand that drives the underlying mechanics that empower their customers to focus on their true purpose. The brand is now being socialized internally and implemented across the website, which will launch in 2021.
