Your product is where people really meet your brand.
People form their view of a company in the product, the onboarding flow and the dashboard far more often than in an ad or a pitch deck. We design brands for that experience.
We’re product people who design brands.
Branding agencies usually hand over guidelines at the end of a project, and product teams often inherit a brand they had no part in shaping. We do both kinds of work in one team.
01
Brand decisions tested on real screens
We test colour, type and voice on product screens early, before the guidelines are signed off, so the identity works where people actually use it. That means we design a brand knowing how it will behave in an interface, at small sizes, in dark mode, in error messages and across platforms.
02
Design systems built to last
We turn your brand into interface components, patterns and rules your designers and developers can apply, so every new feature looks like it belongs.
03
One team from strategy to build
Positioning, identity, product design and engineering sit in one team, so nothing gets lost in a handover between agencies. The people who shape your brand are the same people who design and build the product it lives in.
Branding for every part of the product experience
Brand strategy and naming
Positioning, value propositions, audience research, naming and messaging for a new product or a family of products.
Visual identity and voice
Logo, colour, typography, imagery, iconography, illustration and a tone of voice written for interfaces as well as marketing.
Design systems and interface design
Component libraries, patterns and product guidelines that carry the brand into apps and platforms, built so your team can maintain them.
Website and product imagery
Marketing websites and product images made from real interface components, so your site and your product always match.
Product brands we’ve created and extended
VEME (Vehicle Exchange Made Easy)
We created the VEME brand from scratch and rolled it across their first marketing website and proof of concept prototype.
Assuredly
We revamped Assuredly’s visual identity to reflect the simplicity of their platform, and highlight the expertise and guidance that they bring to the complex world of cyber security — an industry that’s often filled with messages of doom and gloom and brands that overpromise and underdeliver.
WatchTowers Networks
We created and launched the WatchTowers multi-product brand, with value propositions and positioning for WatchTowers Command, WatchTowers Infrastructure and CentralWatch, so each product has a clear role inside one family.
AMCS GoodFish
We redesigned the GoodFish Sustainable Seafood Guide app for the Australian Marine Conservation Society (AMCS) on iOS and Android, carrying its distinctive look and feel into every screen.
Let’s talk about the brand your product needs.
Whether you’re launching a new product, refreshing a brand you’ve outgrown or bringing an established brand into an app or platform, we’ll show you how we’d approach it, with the people who would do the work.
Product branding FAQs
What is product branding?
Product branding is brand work designed for a digital product as well as its marketing. It covers positioning, naming, visual identity and tone of voice, plus the design system that applies the brand to an app or platform. Upgrowth designs and builds digital products as well as brands, so the brand is created with every screen, interaction and message in mind.
How is product branding different from a traditional brand project?
A traditional brand project usually ends with a logo, brand guidelines and a website. Product branding continues into the product, turning the brand into interface components, patterns, product copy and imagery that designers and developers use every day. Upgrowth carries the brand through to the build, so the product and the marketing feel like the same company.
What product branding services does Upgrowth offer?
Upgrowth offers brand strategy and positioning, naming, visual identity, tone of voice, brand guidelines, design systems, interface design, illustration and iconography, website design and build, and product imagery. Strategy, design and technology sit in one team, so the brand is designed with the website and product in mind from the start.
Can Upgrowth create a brand for a new product?
Yes. Upgrowth creates brands from scratch for new products and ventures, including the name, positioning, visual identity, tone of voice and first website. For VEME, a private car marketplace, Upgrowth created the name, logo, visual identity, brand guidelines, first website and proof of concept.
How does Upgrowth carry a brand into a digital product?
Upgrowth builds a design system that turns a brand’s colour, type, imagery and tone into interface components and patterns that designers and developers can use. The same team designs and builds the product, so the brand is applied consistently. Upgrowth has done this for APVI’s Sunspot solar calculator and SAI Global’s Iceridge platform.
What’s the difference between brand guidelines and a design system?
Brand guidelines describe how a brand looks and sounds across marketing, including logo use, colour, typography, photography and tone of voice. A design system applies the brand to a digital product through reusable interface components, patterns and rules. Upgrowth creates both, so the website, marketing and product look and feel like the same company.
Can our team keep developing the brand after Upgrowth?
Yes. Upgrowth delivers guidelines, assets and tools that your team or other partners need so they can extend the brand with confidence. Upgrowth also offers creative direction as a service to guide the roll-out of assets.
How does branding work for a business with several products?
Upgrowth creates a brand architecture that gives each product a clear role while keeping one recognisable family. For WatchTowers Networks, Upgrowth created a multi-product brand with value propositions and positioning for WatchTowers Command, WatchTowers Infrastructure and CentralWatch, along with the marketing website that brings them together.