Can you begin by describing the project in basic terms?
Up Global is a non-profit organisation based in Seattle, Washington, offering resources and support to entrepreneurs of all levels. The company was formed after a merger between Startup Weekend and Startup America, President Obama’s initiative to accelerate entrepreneurship throughout the US. Moniker worked closely with the Up Global team to create a visual identity system for the newly merged company.
How did the project originally come about?
After the merger, the Up Global team conducted extensive research and laid out the brand strategy. Rather than taking the project internally, the decision was made to hire an outside studio. Mike Mates, Creative Director at Up Global, approached Moniker to partner in developing the identity.
What was the original brief and did it change at all?
Up Global needed a dynamic identity that worked as an umbrella for the entire organisation and could also be localised for its numerous regional chapters. The brief was well-formed and did not change during the process.