Branding a content platform for nonfiction storytelling.

Blank & Co. embarked on an extensive branding campaign that started with brand strategy and voice and led into the visual identity.

Upend Now can be a hero company for filmmakers and viewers alike long before films are even fully realized—a brand that becomes necessary in their vision, resonates more deeply in their lives, and exciting to root for.

Our process for defining brand characteristics began during brand discovery, through words and phrases verbalized by the founding team about the company they’re building.

Through further user research and refinement, key themes surfaced and became qualities that distinguish the brand characteristics.

Our mark should have a minimum clearance of the height of our “H” and width of our “W” when used at size.

Our mark should never be hyphenated in alternate ways. In the examples — the first emphasizes on the words “EN” and “NOW” after the hyphenation, this creates a negative connotation. In the second example the letters “ND” and “NO” stack on top of one another, resulting in poor visual impact and readability.

Our primary color palette is dark green with lavender. We recommend using this palette on social media platforms, email, newsletters where the brand can assert its presence and personality.

Both colors are used interchangeably as needed to capture utmost legibility and contrast. On the brand website we recommend using a more minimal approach with black and white, with hints of the primary colors. This allows for the content to shine without the brand overpowering it.

Short format copy should follow the assertive and symbiotic styles outlined below. This format may be used for social posts, ads, OOH, merchandise, and general brand collateral with minimum copy.

We use high contrast in scale and spacing, and combine our headline + caption styles set in uppercase with a central focal point.

The typesetting on the left is not a rule but a guideline. All sizes and spacing must be modified by the designer, so they can adapt to various use case scenarios.

Long format copy in emails, newsletters, websites and other publications uses the guideline outlined below.