Upside redefines modern urban living. A first of its kind in the region, delivering a hassle free, co-living experience with community at its core. Upside provides a better experience for young professionals and entrepreneurs making their way in a new city.

Project scope
Brand Identity, Brand Strategy, Brand Collateral, Social Media, Brand Guidelines

We worked closely with the Upside team to develop a comprehensive brand strategy to empower the brand. Through a series of workshops, we defined the brand’s purpose – to create a better way of living. Using the strategy as our lens we designed and crafted a visual identity system to launch in Dubai.

The logotype is a simple play on the brand name, allowing for a unique, flexible and mobile identity that can be applied vertically or horizontally depending on the application. A contemporary colour palette was defined, taking inspiration from Dubai’s unique landscape and used to highlight the ‘live’ and ‘stay’ aspects of the brand. This uncomplicated approach to colour allows future destinations to be customised and connected visually to the city they call home.

The identity system was rolled out across a wide variety of touchpoints, both digital and print. The designed material utilised the defined tone of voice to help create a genuine connection with the residents and members. To complete the project a comprehensive set of guidelines was produced for the Upside team to help effectively manage the brand consistently.