Project Overview
After three decades, Uptown needed a full rebrand that matched its bold personality and remote culture. From a new manifesto and identity to a fully rebuilt website, this project aligned internal values with external impact through design that’s flexible, fearless, and human.
MY ROLE website design, branding, logo, assets, marketing materials, advertising, brand roll out strategy, iconography, website design, animation, creative direction
Strategy & Approach
The strategy was rooted in self-awareness. We gathered insight through internal audits, focus groups, and client interviews. From there, we built a flexible brand that better represented our mission and culture. We aligned name, tone, typography, and visuals around the idea of impact-driven design. The rebrand was rolled out across internal training, social platforms, and a rebuilt website designed to support leads, hiring, and accessibility.
Creative Direction
Creative direction captured Uptown’s blend of boldness and approachability. We embraced a bright, high-contrast palette with expressive type and fluid layouts. A new logo and icon system grounded the identity while keeping it adaptable for campaigns. The “Creatives for Change” manifesto gave the brand a human voice and philosophical anchor. Animations, videos, and a fully rebuilt website expanded the digital experience, welcoming new users and building deeper emotional trust.
Solutions
Brand Identity & Manifesto
We created a new name lockup, color palette, and voice. The brand now speaks with clarity and energy, grounded in a human-first manifesto that aligns values with visuals.
Website Redesign
The new site was built for function and feeling. It’s fully ADA-compliant, mobile-optimized, and organized around user needs—from community leaders to creative hires.
Campaign Roll-Out
We created a phased rollout plan that included internal launch kits, announcement campaigns, and branded templates for future projects. Everything supported culture and clarity.
Uptown’s new identity reflects who we truly are: a remote, mission-driven studio fueled by people, purpose, and design that makes a difference.
Noël Norah 