upwego tells the classic story of how rebranding can change the perception your customers and clients can have about your business. The team behind UPWEGO wanted to expand their brand beyond the stark and sleek B2B side of their business and create an identity based in community and self development. They developed the upwego app around the idea that starting your morning off on the right foot can set the stage for a successful and fulfilling day.
The updated design of the upwego brand is a reflection of that ideology. The colour scheme is a depiction of the hues manifested in the morning sky. Typefaces were selected to bring a softness and welcoming feeling to the brand and app. The logo and icon pay tribute to the horizon, with an illuminated "O", a symbol of the upwego mentality. The shift in brand design provided an approachability to the company, it's app, and it's community. Check out the clips below to see the transformation in brand, and hover over the icon to see the yesterdays upwego.
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