Upright

Upright is a platform that helps resellers and retailers grow through resale. After acquiring Neatoscan and joining Cordance, the brand needed to unify multiple identities into one.

I led the concept for a new identity that brought everything together while preserving key signals from the past. The introduction of orange references Neatoscan, creating a shared visual language that both sides of the business could recognize and align with.

At the center is a custom lowercase “g” that functions as both a letterform and symbol. It reflects the circular economy through continuous movement, with an upward gesture that reinforces the name Upright.

The result is a unified, scalable brand that was adopted with a high level of consistency across the company.