UPROXX

(RE) BRANDING PROJECT MANAGEMENT

ABOUT THE PROJECT

CONTEXT

With over 60 million monthly unique viewers and 120 million video views, with 1 in 2 men from 18-34 reached, UPPROX is a youth culture movement content producer, which now represents a new holding brand from both Woven and (what used to be of) UPPROX. Woven, before the merging, was a holding company that owned a network of male-focused websites and blogs, and UPPROX, used to perform as an aggregator of blogs for Sports, Music and Entertainment.

THE PROJECT

The project ’s challenge was to represent this big shift from Woven (an Ad Network) to UPPROX (content producer), by designing their new umbrella brand.

DESIGN CHALLENGe

The design solution was inspired by both Street to Postmodern art, such as understanding the nuances of Supreme’s brand towards the iconic combos of colour-photography-and-typography of Barbara Kruger’s works, for example.

Our final results, therefore, lead us to develop a brand that not only communicated well with their primary target audience (millennial males), but also felt fresh, original, authentic, rebellious, and inquisitive.

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management CHALLENGes

1-month project timeframe to be delivered with agility;
Brief and monitor a team of 3 visual designers, 2 motion graphics designers and 1 copywriter;
Maintain a successful, close and collaborative client relationship;
Present and deliver the following: Project concept, 2 rounds of brand designs, and brand book including a tailored messaging and brand story.
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Client Location: Los Angeles, USA.

Project Management performed along with EAT's team.
(weareeat.com) Final brand designed by: Gustavo Bouyrié