We developed a brand identity designed to capture the venue’s social energy, elevated sensibility, and distinct point of view from the ground up—filling a gap in the market for something that feels both nostalgic and current, polished yet unpretentious.

The direction draws from an old-school foundation, reinterpreted with a modern edge—balancing familiarity with a sense of ease and irreverence. Through initial stylescapes, we defined the visual tone, references, and cultural cues that shape the brand’s world.

From there, we built a flexible logo and icon system, supported by a broader visual language across typography, color, and composition designed to feel effortless, dynamic, and not overly rigid or self-serious. Custom illustrations add texture and personality through distinct characters, introducing a more expressive layer across the identity.

All elements were formalized through comprehensive guidelines, ensuring consistency while allowing the brand to evolve naturally and maintain cohesiveness. The result is a system that defines not just how Upside looks, but how it feels. Easy, recognizable, and built to live across every touchpoint.

Design was approached as an extension of atmosphere, shaping a system of assets that carry the brand’s social energy, ease, and sense of flow beyond identity alone. Rooted in the concept of social by design, each element was created to reinforce a world that feels instinctive, layered, and alive, where every detail contributes to a cohesive guest experience.

Through uniform conceptualization, we developed wardrobe direction that feels integrated with the environment itself, balancing with approachability and reflecting the venue’s relaxed but elevated social rhythm.These concepts support not only presentation, but the mood and character guests encounter in the space.

For menu conceptualization, we designed a menu intended to function as both utility and expression, translating Upside’s identity through layout, typography, materiality, and visual composition. Guided by the same principles present throughout the brand, the menu was made to feel tactile, intuitive, and immersive, reinforcing an experience built for flow rather than formality.

Through social media graphic templates, we extended that visual language into a flexible digital system for programming, promotions, and campaign storytelling. Built to allow movement and evolution, these assets support a cohesive brand presence while echoing the same rhythm, energy, and graphic restraint found throughout the broader identity throughout its different offerings and activations (or something like that)

A digital experience that translates the venue’s distinct energy and social rhythm into an online world, cultivating anticipation leading up to the opening. The Upside website serves as a first encounter with a new day bar & nightlife concept poised to make its mark in Wynwood. Easy to navigate and direct in messaging, the website functions as a home for its distinct brand identity as well as an introduction to the new space, setting the expectations and scene the concept will provide.

Functioning as a visual and social extension of Upside Wynwood’s identity, our team developed a digital presence that invites audiences into the brand’s world long before a physical visit. Through strategic storytelling, content direction, and performance-driven marketing, we helped establish a clear and compelling perception of the concept, translating Upside’s social energy, elevated bar culture, and bold point of view into an engaging digital experience.

Our ongoing social media management includes the curation of monthly content calendars designed to balance brand-building, cultural relevance, and audience engagement. Through thoughtful messaging and creative direction, we communicate the concept with clarity while ensuring the brand feels authentic, magnetic, and approachable.

To support awareness and drive discovery ahead of opening and beyond, we developed and managed targeted brand awareness advertising campaigns designed to introduce new audiences to the venue, generate anticipation, and invite engagement. Paired with organic social strategy, these efforts work to expand reach while reinforcing Upside’s positioning within Miami’s hospitality landscape.

Beyond content creation and paid strategy, our work centers on building community. From daily audience engagement and influencer relationship management to cultivating connections with like-minded establishments and cultural touchpoints, we continue to grow a following that feels aligned with the brand. Collectively, this work translates the concept of Upside into a fully realized visual and social world, one designed not only to attract attention, but to foster recognition, relevance, and long-term affinity.