Upside – Upside Agency

Upside is a communication agency with joined-up channel approach. We were founded in 2010 and are based in Moscow. Being already established and known on the Russian market, we strived for refreshing the visual identity, aligning to our diversified and expanded business portfolio and translating our core values: constant innovation and holistic communication approach.While working on the logo, we drew upon the established design, as it was crucial for us to illustrate the continuity between the former and the new of the agency. The new solution looks simplistic and minimalist, but the recognizable key links still remain. The geometric and clean typeface easily works for web and printing.The new color palette emphasizes the agency’s integrated approach to communication and represents its core disciplines: PR and Influencer Marketing, Media Service and Research, Event Management, Performance Marketing, SMM and Creative Service. Furthermore, the new colors make it possible to use color combinations depending on the specific features of a project.The transformation also included the redesign of the agency’s mascot – the pilot. To conserve the agency’s heritage, we create limited collections of pilots and distribute them among friends and partners.The agency’s new tagline is a call to action: Light it Up with Upside! An appeal to both clients and the team to light up the stars together and reach new heights in business.We developed six graphic elements based on the letters from the agency’s name and words related to the upward movement – a rocket, an airplane wing, a propeller and a staircase. This solution allows to apply our visual identity across a variety of brand assets.Finally, we developed a classic U-based pattern for our business assets. All of the graphic elements can work together or separately.