Brand Identity Design - Spotlighting Adoptee's Stories

UPRZNG is a concept brand (designed primarily as a design exercise), built around a subject that has affected me personally. As an adoptee, I’m aware of the fact that our stories often don’t get told. Adoption stories are plentiful, but they mostly exist from the perspective of adoptive parents. What if an organization existed to provide a platform for adoptees to speak up and tell their stories. How can we communicate the urgency and importance of these stories? Thus the idea of UPRZNG was born.

The brand identity including the visual identity and the verbal language communicates a bold, blunt bravery. The tone and voice features a somewhat raw and unpolished feel, giving the brand a deeply human personality. Candid photography helps communicate the authenticity of brand.