Uptown’s Rebrand: Let’s Talk About Change

Alright, y’all—let’s talk about change. Not just any change, but the kind that shakes things up, the kind that makes you stop, look, and feel. After nearly seven years at Uptown, I’ve seen our brand grow, shift, and stretch to meet new needs. And now? It was time to take a hard look in the mirror and make sure our brand truly reflected who we are today—not just who we were when it all started over 30 years ago. This rebrand isn’t just a glow-up. It’s a full-on evolution. A declaration. A love letter to our community, our team, and our future—because let’s be real, Uptown’s in its 30s now, and it was time for the brand to grow too.

From Complex to Cohesion: The Glow UP

Let’s rewind. When I first joined Uptown, our brand had a good base—a small asset library, a bright color palette, and a few logos. But as we grew, we kept layering new assets on top of old ones, creating a brand that was, well… kind of jumbled. We tried multiple style guides, tweaks, and two refreshes—one for colors and typography, one for the logo—but nothing truly aligned with the bigger vision. Our needs had outgrown the tools we had. We needed a system that worked for us, not one we were constantly wrestling with.

The Catalyst for Change

Then came the big shift: going fully remote. Selling our physical studio space meant redefining what Uptown meant—both to us and to the people who’ve been rocking with us for years. We weren’t tied to a location anymore, so why should our name be? Our community has always called us “Uptown,” and now, we’re officially embracing it. The rebrand was our way of stepping confidently into this new era, refining who we are, and making sure our brand was as intentional and powerful as the ones we create for our clients.

What’s Changing (Visual Identity)

Time to get into the good stuff—the visual identity. We kept what made Uptown Uptown, but dialed it in. The red? Still here. The bold energy? Oh, you better believe it. But we expanded our color palette to be ADA-compliant, developed a more robust type system, and created a brand that speaks our language. “Studios” in the logo? It’s been minimized to reflect our shift to a fully remote agency and embrace our nickname. Since we’re no longer tied to a physical studio space, we wanted our name and brand to evolve with us. Every design choice was made with the intention—to be funky, fresh, functional, and, most of all, us.

New Brand Messaging, Tone, Voice, and Personality

This rebrand wasn’t just a visual upgrade—it was a full-on vibe check. We dug deep to define our brand personality—tone, voice, and values. The biggest shift? Our manifesto: Creatives for Change. It’s bolder, bigger, and speaks to everyone on our team—not just the designers. “Designs for social change” felt limiting; we’re more than just design. We support people who do good for the world, period. And while a traditional “mission statement” might’ve done the job, we’re not here for the status quo. A manifesto sparks action, and that’s exactly what we’re about.

What’s in it for YOU?

So, what does this all mean for you? It means clearer messaging, a stronger brand experience, and a design system that allows us to communicate better, faster, and with more impact. It means every touchpoint—our website, social media, and beyond—will feel cohesive and unmistakably Uptown. Our work has always been about pushing boundaries and challenging the norm, and now, our brand reflects that more than ever.

Same Soul, New Suit

Listen, we may have a new look, but we’re still the same Uptown you know and love. Our core values? Unshakable. Our commitment to collaboration, creativity, and community? Stronger than ever. This isn’t about reinventing the wheel—it’s about refining who we already are and making sure we’re showing UP as our best selves.

Behind the Scenes

This was no overnight makeover. We took our own branding process—the same one we use for clients—and went all in. We defined our brand story, nailed down our archetype, and even gave Uptown its own persona to help us create with clarity. Because let’s be real: when you’re this close to a brand, it’s hard to separate personal preference from what’s right for the agency. Developing a distinct brand character gave us the framework we needed to stay true to Uptown’s essence without letting our own biases creep in.

What’s Next?

Rolling out a rebrand is a process, and we’re just getting started. Our new identity is already live on our website, and you’ll continue to see it roll out across our social platforms, marketing materials—you name it. And there’s still plenty more to come. We’re crafting new content and materials that fully embrace this rebrand, and we can’t wait for you to see it all UPfold—okay, that didn’t work 😂, but you get the idea. Just watch it all unfold.

Your turn!

Now, here’s where you come in. We didn’t do this rebrand in a vacuum—we did it for you, our community. So tell us what you think! How does this new Uptown feel to you? How does it enhance your experience with us? We want your feedback, your thoughts, and yes—even your hot takes. Hit us up on social, drop a comment, or send us a message. We’re down to make this a conversation.

This rebrand is a milestone, but it’s not the finish line. It’s the start to the next chapter of Uptown, and we’re so damn excited to have you on this journey with us. We’re still here. We’re still up. And we’re ready for the next 30 years—lezzzzzzz go!